Brands need to change their attitude toward social media and start thinking more strategically about social platforms as they plan their campaigns, industry executives said at an Online Publishers Association panel. Too many marketers still think of social media as an optional add-on to conventional campaigns, says MDC Partners' Faris Yakob, but the truth is that all campaigns are now social. "It isn't really up to you anymore. If you don't put it up on YouTube, someone else will," he says.

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