Social networks have evolved to become powerful media platforms with the ability for scale, reach and more sophisticated targeting. But with it has also come the even greater competition for consumers’ attention and participation. So how do you win in social?

Social needs to be considered early on in the planning stages and integrated with the rest of the campaign strategy. If it’s only used as a standalone tactic at the end, we’re missing a big trick. Sophisticated targeting means its no longer high frequency, but rather fewer, bigger activations and campaigns that will drive better results for brands. Paid social will also help to reduce waste and put the right quality, campaign-based content in front of the right people, scaling the story you want to tell. If used effectively and measurement results are invested in and incorporated into the campaign, social can drive better engagement and higher ROI than other channels.
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