We're all connected: The power of the social media ecosystem
Volume: 54, Issue: 3, Pages: 265 - 273
Published: May 1, 2011
null null Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to online social marketing programs and campaigns in an effort to reach consumers where they ‘live’ online. However, the challenge facing many companies is that although they recognize the need to be active in social media, they do not truly understand how to do...