Social media is transforming our view of marketing communications. We liked to think once that marketers directed discrete campaigns by turning media budgets on and off, but today we see that marketers are players in a continuous flow of engagement on and across platforms, reacting to and acting with consumers as often as we direct actions at them.
We will review what marketers and consumers do on social networks, cataloging the rich profusion of text, sounds, and images that make up the landscape. We will also discuss what is known about measuring social media effects. If social effects are not discretely linked to media investments the way ad effects were tied to ad spending, how do we know what social media spending is good for?
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