Social media is no longer a reminder or subsidiary medium. To understand and invest in this medium, marketer need to have a strategy in place, risk appetite in case of failure and a measurement system which is in sync with the brand objective.
Dos and don’ts of social media have been chalked out quite a lot of times. However, experts express that to make the medium a permanent part of the media mix without risking RoI, there are a few business rules that they can keep in mind.
Via Gary Hitching