Content to Commerce

Content to Commerce

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Savar, Avi John Wiley & Sons, Inc., 2013 Audio summary available
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IN THIS SUMMARY

Social media sites are proliferating, attracting more users, and playing an increasingly important role in users’ lives; however, some brands are struggling to take full advantage of the opportunities that are available. Many marketing managers and executives have learned to think like publishers when it comes to social media, and that approach does provide a basic blueprint. However, social media is interactive in ways that traditional published media is not. Consumers have different expectations for branded social media content than they do for broadcast or print advertisements. In Content to Commerce, social media marketing executive Avi Savar outlines a broad strategy that marketing professionals can employ to connect effectively with consumers through both established and emerging social media sites.