At the
Adobe sponsored panel at Advertising Week 2012, panelists talked about how social
media will be impacting advertising. Users of social media expect transparency,
informality and genuineness. The analytics side should not be more different
than the other marketing strategies but a common set of KPI is needed for
social media just as in TV Nielsen ratings. How about the creative side? A
perfectly crafted messaging may not lead to any engagement at all. Therefore the existence
of a community manager is needed.
http://blogs.adobe.com/digitalmarketing/digital-marketing/social-media/social-and-ads/
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