Simply put, irrespective of the goals or KPI’s we establish to justify our media spend, changing consumption patterns via social media bear continued examination and media plans require continue fine tuning as these platforms continue their evolution.

Today, as always, agencies are in a state of transformation – moving from simply the art of ad creative and tech driven branding efforts and optimization to one of messaging, engagement and storytelling.

Like a boomerang, brands and the meteoric rise of their proliferation on various social networks to increase reach and engagement – is the appropriate one given the reach social networks have to offer. However, now that they’ve thrown themselves into the social cloud, will it come back to them as they intend?