Ever wonder how social media really fits into marketing? Or should it belong in the PR department? Social Media Breakfast Seattle did, too, and invited Margot Savell, Vice President of Weber Shandwick's Media Intelligence & Digital Strategy group, to share her insights on the role of social media in an integrated marketing and PR strategy.
This week, before Savell's formal presentation (plug: Wednesday, June 16th 7:30 a.m. at MRM Worldwide; register here), I sat down with her for a more informal chat to uncover her take on social media measurement, analysis and strategy. And we took a few minutes to talk about her popular side project, Write for Wine.
2:15 What is digital strategy and why quantitative needs qualitative analysis for best results; lessons learned from tracking "Visa" at the Olympics
6:00 How journalism training supports social media measurement and community building
9:30 What was the "media intelligence" department like in 2005, in the early days of RSS
12:55 What is the first question experts should ask clients: why do you need the research?
15:55 The definition of an "inline" campaign: integrates offline and online marketing strategies and tactics
18:15 The big question: does social media belong in PR or marketing?
19:20 Starting a different kind of wine blog, Write for Wine and choosing to write only about wines she likes