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 to not just buy a tool, and let’s the data flow, but to really “dive in” and to think about the objectives. In our case with Generali, I think the idea to listen before jumping into social media makes just sense, and provided so many 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.