Social media has evolved from marketing strategy to business strategy, according to Adrian Parker, director of social media and digital strategy at RadioShack. Parker was one of the corporate speakers at the Association for National Advertiser’s (ANA) Digital and Social Media conference who provided case studies about their social media programs on Wednesday and Thursday in New York.

Presenters from Dominos, Gap, VISA , and other big-name brands described how their social initiatives have led to increases not only in brand awareness and perceptions but have also expanded their customer base and resulted in market share and sales gains. Many of these are classic brands who were looking to modernize their image.

Common themes and takeaways are detailed after the break.

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