The social media ecosystem over all is moving to pay to play. What this means is that brands and the marketing leaders within must not only purchase media that in the past use to be free, but that they must also know how to develop and execute an integrated program and strategy that organically attracts, inspires and engages community.

In March I spent almost a week with 10k digital marketers at the Adobe Summit event. 2016 was my 2nd year being paid as an Adobe Insider to cover the event.