Social media is a way to reach people with real, complex lives, personalities and outlooks. And the way to reach, persuade and leave an impression on social media users is to understand them and respond to them in a way that engages them. It goes back to basics: If you're trying to persuade someone of something, it helps to know things about that person so that you can find common ground and build trust without simply imposing your viewpoint on them.
Employees in advertising are being asked to deliver many more relevant messages in multiple formats using technology that didn’t exist three years ago. In the past, you would have much more siloed worlds in a marketing org, and now there’s much more consolidation to focus on more integrated messaging.
Adweek First Things First