Social Media

Nearly all social media marketers believe Facebook produces the best ROI and is essential to social media marketing success, a March 2016 survey revealed.

Some brands place viewability at the top of the marketing totem pole, but for Huawei Technologies, appropriate targeting is paramount in an environment challenged by ad blocking.

Kathleen Bell, director of marketing at Subway Canada, talks about the sandwich chain's online engagement strategy and the effectiveness of social media cross-promotion.

eMarketer expects 2016 to be the last year of double-digit growth in the user base of the world’s largest social network, as the population of Facebook reaches 1.43 billion monthly users by the end of the year. But the No. 2 ad publisher in the world still has plenty of revenue opportunity.

Björn Ollhäuser, online and social media marketing specialist at BMW, explains why the brand has embraced some social networks but has steered clear of others.

Digital wallets were the most popular topic when it came to discussions on social media about mobile payments in 2015. According to social tracking data, just 3% of such posts were about other topics, which included contactless cards and more.

Facebook’s reach in Mexico is near-total and, what’s more, users visit the site more frequently than any other social media property.

Becky Brown, vice president of global marketing and communications and director of digital marketing and media group at Intel, explains how Twitter can be a powerful platform when video content is built around events and showcased with the right calls to action.

With the exception of China, Russia and a few other countries, Facebook continues to dominate the social network scene in major markets worldwide. The popularity of newer social networks like Instagram is increasing rapidly, but users tend to adopt those platforms in addition to Facebook, rather than as replacements.

Linda Duncombe, global head of digital, social and content marketing at Citibank, discusses the bank's evolving social video ad strategy.

This year, Americans will spend more than half of their social networking time on Facebook, according to eMarketer’s latest forecast of time spent with media. Going forward, however, growing competition from other social networks will make it increasingly challenging for Facebook to significantly grow engagement time.

Barbara Jones, founder and CEO of Blissful Media Group, a social influencer marketing agency, and One2One Network, talks about how brands can work with "influencer mothers" on social networks.

Cyril Drouin, founder of BysoftChina and current chief ecommerce officer for Saatchi & Saatchi in Greater China, talked to eMarketer about the state of digital video advertising in China.

Nicholas Guastaferro, marketing director at Pernod Ricard, Absolut, talks about social video tactics.

Data documenting Facebook ad performance in Asia-Pacific sheds light into the key markets helping drive the company’s fortunes in the region. According to research from Nanigans, India and the countries of Southeast Asia delivered some of the strongest results.

Solid majorities of consumers in China living in major cities say they will take a number of positive actions after they have a good experience with a brand or company, according to August 2015 research. At the top of the list is spreading the good word.

Natalie Malaszenko, senior vice president of marketing at, compares social network platforms for video advertising.

Tina Mahal, vice president of innovation at Frito-Lay, talks about how the company leveraged different social channels for its Flavor Swap campaign.

West Elm repurposes user-generated content for ads and other marketing. Aaron Able, head of social media and content strategy, explains how.

Scott Braley, general manager of programmatic advertising at Ooyala, explains the effect of programmatic, social and mobile advertising on viewability metrics in the UK.