Is there a place for incorporating paid-for advertising and distribution? Does sponsored conversation have any real value for brands? Or does the true value of social media for marketers lie in independent peer-to-peer word of mouth and advocacy, inspired by passion not cash? Where do we draw the boundaries with incentivisation and transparency? Should we incorporate all of the above?
Our expert panellists looked at where social media fits into earned, owned and bought media, and where it should lie in the marketing planning mix.
Featuring:
Chair - Tony Effik, chief strategy officer, Publicis Modem
And our panelists:
Molly Flatt, word of mouth evangelists, 1000 heads and president, WOM UK
Kate Box, head of social media - sales, Microsoft Advertising UK.
Ciarán Norris, head of social media, Mindshare
Steve Filler, Commercial director, Unruly Media
