Article: Macy's Says Social Media Strategy Begins with Good Content

Jennifer KasperGroup Vice President, Digital/New Media & Multicultural MarketingMacy’s Social paid advertising and real-time marketing are changing the way retailers strategize their campaigns. Jennifer Kasper, group vice president of digital, new media and multicultural marketing at Macy’s, spoke with eMarketer’s Rimma Kats about how the retailer is approaching social media, as well as the key role Pinterest will play in its 2014 efforts. eMarketer: How important is social to Macy’s? Jennifer Kasper: Like many brands, social is of growing importance to us because it’s important to our customer. It’s where she’s spending an increasing amount of time. It’s where the hub of her relationships are being managed and where she’s learning about new things and what’s trending in general in her life—whether it’s a fashion trend or entertainment news. It’s important for us to be there as a brand—to be chiming in

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