Who is using social media and how to engage them

Social media may have started as a youth phenomenon, but that's all changing. The fastest group of the population signing up to social sites are now the over-50s and 60s.

Guy Phillipson, CEO of the Internet Advertising Bureau, outlines the rules of the game for marketers.

He advises marketers to use social media to start a conversation, discusses whether you can convert awareness into hard sales and shares his vision for the future of social media marketing.

Read more about integrating direct mail and social media.