Blake Chandlee, Vice President of EMEA and Emerging Markets at Facebook, discusses the transformation taking place as brands integrate themselves into the social graph. The mantra for marketers and anyone working with social networking should be ‘the user comes first’. It’s the basic core principle that must always be behind anything we do in this personal environment. Brands need to recognise that the user experience is what matters most and consider how they are able to play a role in a very individual space.

Jenny Zirinsky, Head of Digital, International, describes how OMD’s integrated approach can help companies create a social media strategy from scratch.