Commentary

The Social Fabric

That's the way Unilever's Rob Master described the current state of art of social media planning. Asked by OMMA Global panel moderator and Media Link chief Michael Kassan how big marketers are planning social media, Master said it is "woven" into the entire marketing process, and is no longer a standalone tactic.

"Social is woven into the fiber of the media plan," concurred Digitas' Jordan Bitterman.

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