Social media has become the tactic du jour for many marketers. According to Hubspot, approximately 46% of online users count on social media when making a purchase decision.
With the ability to measure every social interaction and understand the context of these social interactions, I’d argue that social media is currently on the path to becoming an awareness medium. But we have a chance to get it back on course. By employing data and targeted mechanisms, social media can be transformed into a customized, behavior-based channel.