Next generation social media monitoring
The power of Twitter has become clear in recent months. While privacy battles have long raged in celebrity circles over its impact, the website's role in thwarting super-injunctions and mobilising the masses in response to revelations over News Corp’s journalistic practices has been historic.
It was partly in response to consumer outrage across social media platforms that major brands like Renault, Coca-Cola and Virgin Holidays pulled advertising from the News of the World, leading to its closure. For consumer brands, the risks and rewards of communicating in this space are unprecedented, leading to new questions over media monitoring and the impact of customer sentiment on media planning and buying decisions.
For a sense of current thinking on social media – and brands' expectations of agency partners in changing times – Pearlfinders spoke to marketing decision-makers in the retail space.
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