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.

Publication: 
Journal of Direct, Data and Digital Marketing Practice
Author: 
Ralphs, Mark
Document Type: 
Research
Paywall: 
$

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