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Recently we have witnessed the increasing popularity of social media monitoring. But one of the problems that is emerging with the use of these tools, is that when they tend to reside within one department – often times marketing, where they are used to build reports on customer behaviour and preferences – the means to socialise the findings within the company are lacking. This is a real limitation, says Bryant, but one that can be solved.

- Social business design: An introduction to the future of your firm