Social Objectives - Harnessing Social Media as a Marketing Tool

Not since the invention of the television have the parameters of advertising changed so drastically - marketers can now reach thousands of people with one message through social media. But is the power a dream or a curse? The rise of social media may be down to the intimacy it provides and/or the innate human need to be part of a group. How can this phenomenon be used to benefit an organisation? Criticaleye asked Mark Inskip of Accenture to provide insight into how social media can be harnessed as an effective marketing tool. We also asked Charles Sutton, Don Elgie, Jennifer Aaker and Peter Horrocks to offer their thoughts on the subject.