Is social media a science or an art? Discuss your rationale for each and tie in current case studies discussed in the textbook.

Social media is both an art and science, integrating both principles together. Without research, social media strategists will not be able to understand the insights gathered to help them determine what is working and why it may not be working. Data and understanding the insights are the first part of what sparks creativity, which is the heart of the social media campaign. Creativity, when done with research, can provide more substantial results and ideas. In addition, without insights to have for a campaign, ideas may fall flat, and time and resources may be wasted.