Opinion: From our readers - Integration is key for social media strategy

I struggle to understand how a media buying agency alone can effectively plan a social media strategy for Volvo (News, 8 May). Brands engaging in social media activity need to construct plans based on adding value to consumers' social spaces rather than monetising them.

Media buying, of course, requires a good understanding of the social media landscape. But developing long-term strategies that allow brands and businesses to share these spaces as welcome guests can only be done by combining the disciplines of PR, digital, direct and advertising agencies.

Companies need to understand why customers are using social media, and ensure they are adding value. This requires a deep knowledge of their target audience.

PR agencies and marketing agencies need to work together to deliver an integrated and successful social media campaign.

Lee Nugent, MD Nelson Bostock

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