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Change the Conversation: How to use Social Media to Co-Create Brand Success

Leah McTiernan, Ipsos ASI, in Ipsos Whitepaper, 10/2011

Last year, when reflecting on “How Social Media is Changing Brand Marketing,” eMarketer noted that four in ten brand marketers globally think social [media] creates new challenges to maintaining brand integrity.1 eMarketer went on to say that social media is scary for brands because “marketers are no longer fully in control of the message.” But, did marketers ever really have full control of their message? Possibly not.



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