The rewards and risks of social media engagement
Michael Lasky, Davis & Gilbert
May 11, 2012
Social media offers potentially lucrative opportunities for PR agencies. Many firms have developed proprietary tools and methodologies to quantify the effectiveness of their clients' brands in social media by monitoring user activity on Facebook, Twitter, Pinterest, and other social networks. Agencies are also using proprietary methods to measure the quality of this interaction by analyzing the substance and tone of consumer posts and tweets, even attempting to correlate the nature and extent of social media engagement with their client's sales. ...