Below is a great article from Matt Shaw, writing for The Council of Public Relations Firms. Partnering with VeraQuest, the study across the US looked at how well consumers felt brands were utilizing social media to spur action. The results were very interesting, specifically regarding Millennials.
The results revealed that social media was the best way for Millennials to developed a greater understanding of brands and reported being more brand loyal. Specifically with college marketing, an effective social media strategy is important.
Read more of the research. What are your thoughts about mobilizing communities through social media?