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The Strategic Case For Social Media (Winning Over The Board)

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1 May, 2015

The Strategic Case For Social Media (Winning Over The Board)

Gina Lovett

There is a clear need for brands to be using and investing in social media. They need to be where their audiences are. While social media’s strategic relevance is irrefutable to those leading it, those at senior or board level do not always share the same view. Without serious strategic regard, brands risk not advancing their marketing or not fully reaching their audiences.

This White Paper in patnership with CMO.com, is based on a roundtable held on 30 May in London that brought together participants from sectors including retail, transport, financial services, PR, marketing services and automotive under Chatham House rules. 

Participants set out a number of challenges including the pressure for accountability – a pressure much greater than in areas of the business where there is more spend but which are less measurable. They also cited the multiple uses of social media tools; the number of accounts across countries; the variations in regulation; the complexity in proving ROI and the diverse and continually changing range of approaches as leading to a general lack of direction.

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