Forget free -- to get scale, social media needs investment, says Mondelez Europe's head of social and digital media Sonia Carter. Speaking at Marketing Week Live, Carter argued that FMCG brands should
treat social as a broadcast channel rather than a tool to build advocacy or loyalty. "For many years we had the illusion that reach on social is free," she said. "We have to accept the fact that we
have to pay for reach."
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