Hasta La Creative!

A majority of brands are missing out on social’s ability to drive business results. While the social landscape has changed dramatically, many marketers haven’t evolved their approaches to social media strategy, content, paid media and measurement to keep pace with new opportunites, putting them at risk of wasting money on approaches that simply are not built for today’s communications environment.

For years — yes, it’s been years — brands have been in hot pursuit of the always-on social strategy that transformed Oreo’s social success into “a dunk in the dark.” But the ongoing rise of content — more than 27 million pieces of social content published every day — on these platforms has also made “share of screen” harder to come by organically. Since then, social networks have evolved to become powerful media platforms, offering brands the potential for scale, reach and more sophisticated targeting, to put the right content in front of the right audiences. As a result, the bar has risen exponentially to compete for consumer attention and participation, and to meet it, brands must invest in a social strategy that combines more concentrated campaign-driven creative ideas with specialization in the data and media needed to ensure they’re seen and engaged with. Success requires re-thinking the social marketing playbook.

Here’s how:

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