By Seb Joseph

The Whiskey maker wants to protect its marketing from being forced to solely pay-to-play on social networks. As the likes of Facebook and Twitter purge unpaid ad distribution from their communities, Jack Daniel’s social media efforts are becoming more dependent on its own customer data, meaning it can better balance free and paid media to reach drinkers in their newsfeeds even if they’re not fans.

It’s not as complicated as it sounds, though the gambit does require a massive database, which Jack Daniel’s has spent around 20 years building. That data is then uploaded directly into Facebook and Twitter’s ad platforms Read full story ›

Source: The Drum