Networking sites: Pay attention to who is using social media

Stephen Pritchard

Financial Times

26 September 2012

PA’s Nathan Sage, a social intelligence expert, is quoted in the Financial Times in an article about social media.

The article suggests that the advantage of social media over conventional advertising is its flexibility. Nathan comments however, that flexibility can also be social media’s weakness: “You can spend quite a lot of time having a conversation about whether social media is internally or externally focused, whether it is PR or marketing or customer service.”

Nathan continues: “There is a disconnect between brands and their understanding of what social is.”

Nathan comments on complaints made over social media and explains that dealing with complaints has to be done correctly as social media users wield enormous collective power: “Organisations have to have the ability to deal with that. If they don’t react, it can damage the brand.”

To read the article in full click here.

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