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Socially Minded: Convincing the C-suite of Social Media's Benefits

Social and the C-Suite  

The social media industry is fast moving to a “paid” (sponsored content) versus “organic” (great content that earns its way into the news feed) model. Existing research also points to the fact that there will be far more engagement on mobile and social platforms in future. However, big advertising budgets still sit in marketing and social media executives are struggling to get a share. Demonstrating the value of social media to the C-suite would help. That means understanding the ROI better and demonstrating the additional benefits that social media brings. What do social media executives need to do to get a bigger piece of the advertising budget? What is the ROI of social media? What measures beyond ROI can demonstrate its value? What impact would a better recognition of social’s value have on organizational structure? What seems to be keeping the C-suite from getting behind social? Could the prevalence of a paid content model for social media change the way the C-suite views social? Do B2B companies experience the same benefit from paid social media as B2C companies? Which companies have embraced the paid social media model and proven its worth? Will investment shift to hire the social skills needed to advance companies in this arena?

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Nielsen  |  PepsiCo  |  United Grinding North America

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Alexander Parkinson 

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Insight Minute: Social Media and the C-Suite
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