Social media promised a gold rush, but many brands are still digging in the wrong place. Today, cultural relevance matters more than media budget. FSC’s new white paper, The Power of Social, provides a roadmap for brands to harness social’s extraordinary promise, without falling victim to its equally extraordinary perils.

Social platforms are the most powerful persuasion engines in human history, but they operate on an entirely new set of rules. Brands need to stop thinking in terms of broadcast marketing and start mastering the dynamics of networks, culture and community. FSC’s new white paper, out in September, tells the full story.