Talking to PRWeek TV, Alex Pearmain, director at Brands2Life and former head of social media at O2, and Chris Jackson, head of digital at Cicero, said the rise pointed to an understanding of the benefits of using social media, but that measuring its effects was trickier.
Pearmain and Jackson were talking following the publication of PRWeek's feature on FTSE 100 companies' use of social media with the latest index by The Group of their activity compared to last year.
This article was first published on prweek.com
For the past few decades, marketing has been dominated by a mass-media paradigm. During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.