Executive Summary (This is a document excerpt)

As European marketers look to ramp up their social media spend, a few innovators are providing some best practices for how to use social media for a variety of objectives. A number of key learnings are already emerging, for example, that the use of multiple social media channels simultaneously can lead to positive synergies and that metrics don't have to be perfect to be insightful and shouldn't provide a barrier to working with social media. The immaturity of some European markets relative to the US market also means that there remains more scope for experimentation and thought leadership in the European market.

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