If you have not heard yet, there was a study coproduced by Comscore and Group M about social media and paid search.


Above is the 6 page link.

Basically it found that social media increases visitors consumption on context, experience, and increases click through rate.

I would say that while businesses can have social media tactics in terms of using social media for specific reasons, social media is at its best and most powerful as a deliverer and disseminator of content. So yes it is a fabric rather than simply a tactic.

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