Social media is central to marketing today, yet continues to challenge marketers seeking to unlock measurable ROI for both top-of-funnel and bottom-of-funnel campaigns. This session will feature senior leaders sharing insights into maximizing the returns on social media. Attendees will learn: • Leading-edge tactics to integrate social platforms into broader campaigns • What shoppers expect from consumer brands on social media • How smart companies are balancing between the mainstream social platforms and nascent or niche ones