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Social media has never been more powerful as a marketing tool. To make the most of it, CMOs and marketing managers must consider how the marketing landscape has changed in the past year—and plan their marketing strategies accordingly for the future. This article makes 10 recommendations (based on a recent survey of present-day CMO sentiments) to marketers who are looking to maximize returns on their social media investments.

The Special Covid-19 Edition of The CMO Survey found that social media has become critical to marketing during the pandemic. The survey reported that social media spending has increased from 13.3% of marketing budgets in February 2020 to 23.2% in June 2020—a 74% lift. Meanwhile, spending on traditional advertising is projected to decline, as CMOs estimate a 5.3% reduction in traditional advertising channels in the next 12 months.