Before joining my colleagues at the “Maison de la communication”, I was kindly invited by the RTS to talk briefly about the topic I was covering later on.
I expressed again the need for companies not just to buy a tool and let the data flow but to really “dive in” and think about the objectives. In our case with Generali, I believe listening before jumping into social media makes sense and provides so much learning. For instance, we can now measure the cost of going on social media vs the cost of not going there.
Sorry about the sound cloud interviews, as it is french.
Any questions? Just let me know in the comments section.