Newly released Forrester Research is calling out Social Relationship Platforms (SRP) for failing to provide digital marketers with what they really need and want – a platform that provides insight on what to post at what times and performance measurement.
"The biggest need many organizations face with social media monitoring is mining trustful data," Cappy Popp, principal and co-founder of Thought Labs, told CMS Wire. "Many organization still shortsightedly isolate social media metrics instead of integrating them with their other company-wide metrics. Such integration takes planning, internal collaboration, strong communication skills and deep understanding of social media."
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