Built in or bolt on: Why social currency is essential to social media marketing

How to make the most of social media is a leading topic for today's marketers. This often focuses thinking on social media platforms like Facebook, Twitter or Foursquare, rather than gaining a deeper understanding of why consumers talk about brands. Brands need to have or acquire social currency, essential for successful social media marketing.

Journal of Direct, Data and Digital Marketing Practice
Ralphs, Mark
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