Social media marketing now requires paid media to help move users from managed communities to active social consumers, writes Marko Muellner, vice president of marketing at ShopIgniter. Social media used to mean amassing followers and fans, but companies must now help them move down the sales funnel. "Organic posting, even if you have millions of fans, just won't drive business outcomes at scale, and ultimately, this is what CMOs demand," Muellner writes.

Related Summaries