How to get on in (social media) advertising

Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Companies are becoming ever more aware of the potential which social media offers for advertising. This article examines issues at the heart of ways to create value in international advertising via social media. It’s about what needs to be done, as much as what has already been achieved. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.