How King Arthur Flour is Using Social Media as a Customer Acquisition Source

4. Have a figure-things-out attitude. Social media may be a new marketing channel, but the principles behind it aren't new, Tine said. Use the functional expertise you have as a direct and digital marketer (e.g., analytical rigor) to treat social like any other marketing channel. Focus on the right metrics and build a system that can measure performance, Tine advised the audience. Understand your return on investment target.