Social Media Monitoring - Putting Marketing and Public Relations at the Centre of the Flow(s)
Presentation from Online Information, 03 December, London Olympia
"In traditional consumer and audience facing businesses, marketing is often viewed as secondary activity, far from the core of the business. When attempts have been made to measure the direct impact of marketing activities on the bottom line, the results have been less than convincing. It's difficult to determine whether that increase in sales was attributable to an advertising campaign or simply down to consumers being encouraged to go out and spend by good whether or other uncontrollable and unmeasurable influences. To make the impact of marketing activities measurable requires a shift, possible through the use of social media, towards the centre of the organisation. No longer does marketing have to be just about pumping out messages, but can also be about monitoring what audiences and consumers are saying, engaging with them directly, and involving them in business innovation such as refining or creating new products and services, the impact of which is measurable. It's time to bring marketing in from the cold, and to enable marketers be the power brokers at the intersection between involved consumers and the core of your business. This is what we at Headshift call Social Business Design. "