The constantly evolving Social Media space is producing new ways for audiences and brands to engage. Packed with case studies, this report gives an overview of how audience needs are impacted by social media; evaluates new measurement tools and provides practical tips and insights for brands venturing into this unpredictable terrain. Authored by social media agency Ryan*MacMillan in collaboration with Contagious, and with contributions from planning and measurement specialists including Mark Palmer, Flemming Madsen, Justin Kirby, Alex Burmaster and Graham Hansell.