THE GAME HAS CHANGED
SOCIAL ENGAGEMENT IS PARAMOUNT
Social media marketing campaigns usually center on strategies to create content that garners attention and encourages readers to share it with their various social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.