Five steps to social media success

Hannah Walley, Leonie Gates-Sumner and Anna Salter

Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.

For marketers there are many pros and cons that come with the social platforms, and weighing these up and coming up with the right strategy for each brand is difficult.

On the one hand we know that social channels can be effective at impacting key brand KPIs, such as awareness, associations and motivation. But on the other hand, research shows us that social channels are some of the least trusted for advertising. We see great examples of where social has been used for PR and building brand reputation, but we've also seen in recent times brand safety and boycotts capturing...

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