For all its apparent financial maturity, social media remains an utterly unique space within marketing, in which spontaneity and a genuine connection to an audience is valued above all else. That rare, natural quality exists because marketers hold an unparalleled amount of freedom within the medium.
But born from that room to operate increasingly comes misguided moments that negatively affect brands on a global scale. Unless the industry as a whole embraces creative as well as fiscal maturity, we’ll be shacked by process and legalese, killing everything that makes social so special.
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