How does social media best serve brands? It's a question that's long lingered over an industry still wrestling with driving results across digital channels, and one that was top of the conversation at the Advertising Research Foundation's (ARF) Audience Measurement conference in Jersey City, NJ, last week.

Several industry experts with a focus on audience and data analytics suggested that social media, though a powerful tool on its own, best serves marketers when leveraged with other channels. That might seem a given to social mavens, but ARF speakers cautioned that many brands still mistake social media chatter as comparable to word of mouth, and also fail to properly account for other digital marketing channels when building campaigns and measuring success metrics like ROI.

"Most brands are doing some form of social listening [and] have a tendency to think that's a reflection of what consumers are saying," Ed Keller, CEO, Engagement Labs, said at an ARF talk. "People are comparing social media to Google search, comparing it to word of mouth [...] but is social media reflective of the broader conversation that's taking place about your products, services and brands?

Read the full MarketingDive article, here.

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