Social media marketing and search engine optimization form a "virtuous circle," with each feeding off the other, says GroupM Search CEO Chris Copeland. The key for marketers is finding a balance between the two, based on their brand's specific needs and target audience. "Brands need to have a strategy for connecting and execute on this strategy by determining the right media type for the moment. ... If brands cannot measure the movement and connectivity between their brand and consumers, they have lost sight of their own relevance in the process and then outcomes will be questionable," Copeland says.