Social media as the path to a marketing strategy: Companies must become “curators” to meet the challenge
Purpose - This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach - This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings - Considers the ways that social media is evolving and the implications for companies who must seek to engage with it. Suggests that firms should develop strategies which will transform their brand message so that it is seen as social rather than commercial. The authors call this the social media transformation process. Practical implications - The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value - The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.