Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences.

In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.

The goal of Social Activation is to demonstrate the value of the engagement through a disseminated social presence - a fluid system that allows for content and experiences to be distributed, shared and connected. This requires marketers to go beyond traditional content creation and distribution approaches. This white paper will:

• Define Social Activation and explain why it is necessary
• Examine how Social Activation addresses common challenges of digital marketing
• Provide a recommended plan to achieve success for Social Activation
• Discuss methods for ensuring long-term sustainment and measurement
• Review two case studies illustrating the benefits of incorporating Social Activation in social media programming