Decode this: The value of social media in marketing

SOCIAL: Perhaps travel companies are still uncertain over whether marketing is benefiting from the rise of social media as a branding or engagement tool. But confusion definitely exists as to the processes needed to measure and deliver accurate results and ROI. READ MORE on MediaPost.

In the ongoing evolution of social media in 2012, people’s behavior in social and mobile matured to a point where the first thing they do when they wake up in the morning is check Facebook on their phone (some even sleep with their phones).

But there’s a common understanding that social media has a strong impact, but it’s not just about sales -- it's about a change in mentality toward a brand.

Strategic and thoughtful social media engages consumers and creates brand equity, and in turn, drives ROI.

The following five functions of social media are evolving and enhancing marketing.

READ MORE on MediaPost

NB: Networking image via Shutterstock.