The Seattle Times Media Solutions team reviews social media platforms like Facebook, Instagram, LinkedIn, TikTok, Nextdoor and Pinterest, exploring social marketing strategies. A panel of experts discusses the importance of an organic social media presence to engage with customers and build an audience, as well as the need for a paid strategy to maximize reach.

Presenters share social display and connected TV ads, which leverage existing social ad creative. YouTube True View is discussed as an additional cost-effective method to repurpose video content for targeted audiences. The team emphasizes the complementary nature of organic and paid content, the value of LinkedIn for B2B advertising and the importance of first-party data in building targeted audiences, focusing on Meta's robust tracking and integration capabilities, with attention to Nextdoor and TikTok’s potential for local businesses.