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Senior Vice President, Global Consumer Social Media and Content, Citi
Consumers’ social media feeds are overloaded with content, and creating thumb-stopping material is harder than ever. And while many brands like Citi have turned to paid advertising to stand out on social media, there are still ways to resonate with consumers organically. Tad Ehrbar, Citi’s senior vice president of global consumer social media and content, spoke with eMarketer’s Maria Minsker about the company’s strategic approach to social media marketing.
eMarketer: What objectives does organic social media marketing accomplish that paid social advertising can’t?
Tad Ehrbar: Reach, relevance and partnership. With regards to the latter, we have a tremendous number of partnerships that we need to support as part of our Private Pass consumer entertainment access platform. Organic social media provides us an opportunity to be strong partners and bring our resources to the table in a thoughtful way.
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