Social media is an “incredibly accountable, commercially focussed and results-driven environment”, Paul Fabretti, digital and social media lead at Telefonica Europe, believes.
A judge for The Drum’s Social Buzz Awards in association with iomart, Fabretti suggests that one of the biggest changes in social recently has been the role of paid advertising, stating “customer care is not free”.
He added that it makes a difference to the social industry “not just in the importance it plays in ensuring visibility, but the complexity of targeting. It feels like we are now starting to realise the benefits of all this social data, in making Read full story ›
Source: The Drum
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