As social becomes pay-to-play and networks transform themselves into sophisticated marketing platforms, social media moves from a nice-to-have to something that can drive real business value. As marketing budgets start to shift, proving value becomes the priority.

In this session, we heard from four digital experts to understand how they have taken a data- and audience-centric approach to develop the business case for social media. We also saw that, to do this properly, social media strategies and tactics often need to be totally reimagined from the ground up.

The session inspired us to:

• Rethink our approach to social media.
• Evaluate the opportunities of mobile for our businesses.
• Get smarter about using owned and third-party data sources.
• Persuasively present metrics to senior business decision makers.