As a social and cultural phenomenon, social media—a term that includes the full range of social platforms, services, and technologies from Facebook to YouTube—is transforming nearly every aspect of digital communication, from web site design and content creation to search. But is it the silver bullet it’s been made out to be? This presentation will locate social media’s position within an integrated marketing strategy, where it will and won’t work, how it should impact budgets and resources, and the true value it ultimately brings to an integrated campaign.
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