Abstract:

This paper documents 'current practice' in terms of social media integration into marketing strategy based on a quantitative survey of over 240 organisations. It then makes recommendations for 'best practice' by drawing on existing tested marketing knowledge of how buyers behave and how advertising works and combines this with social media insight and examples collected from over 1000 industry opinions, articles and reports. As such, the data described is grounded in knowledge from both literatures and implications are very practitioner-oriented.