PA’s Nathan Sage is quoted in an article in The Marketer on gathering data from social media and the issues that marketers face in exploiting the various online tools.
Nathan explains that social media data is often not harnessed because it is still viewed at board level as a tactical channel for pushing out information rather than for gathering valuable insight.
Nathan gives an example of successful use of social media: “Just this month, however, we had a client who gained such good market intelligence that they completely changed how they built their product and took it to market.”
Nathan concludes: “Marketers need to be monitoring social media in a much more strategic way.”
To read the article in full click here.
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