Brand marketers are currently in the midst of dealing with the implications of the most revolutionary shift in the history of communication. Social media has upended the entire landscape, shifting the balance of power from stakeholders in mass communications (brand marketers, advertisers) to a mass of communicators (anyone with a social media footprint). This shift has led to a number of hugely important questions. How will brand marketers measure and justify these new currencies of engagement? Are a tweet and a “Like” valued the same? Should they be? What will it take to engage consumers at scale in the age of social? How will social compare to the banner ad, which our keynote speaker, Jeff Dachis, helped pioneer twenty years ago? In this session at OMMA Social at SXSW, Dachis will tackle these topics and also address the role social will play in driving pre-purchase intent in the years to come.