Social media is changing rapidly, and that has major implications for marketers, writes Matthew Wurst. This year will see marketers learn to combine paid and earned media more effectively, to fuse their social and mobile campaigns, and to respond faster to the sector's continuing upheavals. "We must be flexible, agile and responsive, able [to] shift directions, change the message, move money around and operationalize it all not in months, but in minutes," Wurst writes.

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