Social media have transformed the media landscape. Gone are the days when power rested in the hands of a few content creators and media distributors, and marketers controlled the communication and path between advertisement and consumer. Today�s model is collaborative, collective, customized and shared.
This lack of control can be a source of great anxiety for marketers, but can also represent a great opportunity.
How marketers can develop a social media strategy and leverage the benefits of these new communication means, will be part of this research.