Facebook’s UK sales director has stated his belief that the site – a popular social media marketing platform – is “equal” to traditional advertising platforms, according to an article published by Marketing Week.

Stephen Haines stated: “We are now at the table right at the start of campaigns, with the client, media agency and creative agency, before the creative has even been decided on. This wasn’t happening two years ago; we were at the back of the (line) then.

“But now we’re at the front with TV,” he added.

Haines has attributed the level of attention paid by marketers towards Facebook to the insights that newly available data can provide.

The social media site has received plaudits from British Airways, who have chosen to launch their campaigns via Facebook on a number of occasions.

Managing director of brand and customer service for the airline, Frank van der Post, spoke of the importance of Facebook for marketing campaigns.

He stated: “Facebook gave us the forum to interact daily with our customers and for a real conversation to take place about the brand.

“This wouldn’t have been possible had we ignored the power of social media and only followed the traditional approach to advertising,” he continued.

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