MANAGING in the

NEW WORLD

As per marketing research, in the USA, engagement with brand content ascended 52% over the previous quarter. Instagram leads the growth followed by Twitter & Facebook. The sectors which have experience the greatest contribution to this trend include TV, sports, publishing, fashion, retail and consumer goods. While the first four sectors rely on greater engagement, the more functional sectors depend on impressions. Thus fans / followers are more crucial for the corporate strategy of say a Wal-Mart or Unilever while shares work more for New York Yankees or Victoria’s Secret.

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