Web 2.0 produced the promise of unparalleled consumer
engagement through interactive communication, user-generated content and the
mobilization of an army of independent brand evangelists. More than a decade
later, virtual communities created through social media have become an important
dimension of individual personas and commercial branding.
Social media is huge. In January 2015, there were more than 2
billion active social media accounts worldwide,
and social media drove 31% of total traffic to websites in 4Q14. Despite the massive traffic, ecommerce success has been elusive. In fact, the conversion
rate for social media lags the search, email and direct categories.
- Credit Where Credit Is Due
- Multi-Dimensional Funnels
- All Content Is Not Created Equal
- Hitting the Campaign Trail