Make sense of rapidly evolving customer behaviors, explore the changing role of social media, and learn strategies for building engaging and interactive social experiences on the digital properties marketers’ control. Our best practices will help you improve the efficiency and effectiveness of your social marketing strategy.

As mobile device proliferation has given way to increased cross-device interactions, and the always-on nature of digital has enabled nearly uninterrupted real-time content consumption, marketers face more challenges than ever in creating engaging customer experiences. Not only has competition for customer attention increased, but years of innovation have raised their expectations of what those experiences should look like.

This white paper explores:

• The history of social engagement and the role social media has played—and should play—going forward
• Proven strategies for incorporating user-generated content capabilities on branded destinations
• The value of leveraging social profile and behavioral data for building relevant, personalized brand experiences
• Case studies that demonstrate how social content not only builds community, affinity and loyalty, but impacts the bottom line

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