Social Media is the newer, fancier and shinier marketing channel available to all digital strategist today but like many new channels, getting a solid (and scalable) grip on ROI has been elusive. Many organisations are treating it like any other online marketing channel – targeting promotions, coupons and sales – while others are sharing viral content, posting innocuous updates or retweets, or even more often, responding to customer service complaints and inquiries. We are getting it all wrong – Social isn’t just another channel, it’s a strategy in itself. It isn’t just another online channel to add to your marketing mix – it needs discovery, planning, measurement and optimisation strategies in place in order to align with overall business goals & objectives.

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