https://embed-ssl.wistia.com/deliveries/adfc4176ac04fabf79e0722a219f8086.mp4
We are only beginning to learn because Facebook is maybe 15 years old, relatively young, and it’s certainly evolving a lot as well – and we are learning how these interactions work. We can see how social media influences how people perceive, engage and interact with a brand. For me, it’s the first time that it is really coming together in a different way than in the past when social media marketing was more action-oriented. This is more brand-building oriented, and I think that we are at the very beginning of understanding it. The key now is how do you combine the stream of paid advertising content and user-generated content – importantly, how do you strike the right tone that all can become one.
Research that you are doing here is, for the first time, allowing us to understand how consumers interact and respond to the content.
For the first time, we are beginning to understand not only how it drives clicks and engagement but also brand awareness, brand understanding, and other things typical for TV advertising that now you can expect from this medium as well.