Social has never been healthier as an advertising channel while more troubled as a media platform. How did this come to be? And what does it mean for brands?
While some may think that the two are one and the same, the paid and organic sides of social are on very different trajectories thanks to ever-evolving consumer behaviors and marketing objectives.
Let’s trace the development of social as we know it today and the implications for brands as we head into 2018.
Who’s down with UGC?
When social first came on the scene, it was called user-generated content, and advertisers avoided it like the plague because so much of the content was objectionable.
Over
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