Brands elevate social media into a functional aspect of marketing
Implications - Marketing campaigns that engage consumers' favorite forms of social media are attracting the attention of consumers. Taking things one step further, many brands are transforming social media into a necessary aspect of the product, service or transaction. Communicating that social media is an ingrained part of a brand's culture, this approach resonates with younger consumers who are searching for brands aligned with their interests.
Workshop Question — Where are you creating opportunities for your consumers to create user-generated content around your brand?