Whilst not being free, Glick explained that social media is a cost-effective way for companies to complement campaigns and gain feedback from consumers.
The days of setting up a Facebook page or posting a video as a viable strategy are long gone, as Glick explains, business has to take advantage of the opportunity to exchange dialogue with consumers and customers and enhance content.
Whilst some industries are faring better than others, the cosmetics industry, bar a few exceptions, are still stuck on the traditional retail model and need to adapt more to the social world.