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Social media has lots of interesting new ways of ruining your day. Any brand or organisation can suddenly find itself in a crisis. The availability of huge volumes of real-time data can make the situation better, or worse. It all depends on how you use it - to keep people focused, make decisions and measure progress. This is a guide to making the most of data to get through a crisis, and move on.
By Alex Steer, Strategy Director at Fabric Worldwide. Presented to the Market Research Society in January 2014.