Social media has become one of the biggest, most dynamic parts of marketing. Brands across every vertical are scrambling to make up ground and develop and implement digital marketing strategies. While some brands scored huge early wins and established themselves as digital leaders, most marketers are still searching for how social channels can work for their companies and how they fit with the rest of their media and marketing mix. Still, social media is largely misunderstood, with brands and organizations not yet fully tapping into the wealth of insight, knowledge, and engagement the new channel can provide. This white paper outlines some of the keys to integrating social media into marketing strategies, the challenges it can present, and how to overcome them to enhance your brand in the social space.