Content is the best currency in social media, according to Usama Al-Qassab, e-commerce marketing and digital innovation team leader at Procter & Gamble.
Speaking at a panel debate at the Social Media World Forum today (29 March) on the role of social media in traditional marketing strategy, Al-Qassab said: "There is a lot of talk about social commerce, but the average person is not yet there yet.
"On sites such as Facebook, the majority of people do not go there to purchase and still prefer their traditional online retailers.
"In order to monetise social media, it should not be seen in isolation and needs to be integrated into the wider marketing mix."
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