It’s really difficult to have a consolidated view of your market. If you’re a brand and you have social media 20 platforms, it’s not impossible, but it’s difficult to have a consumer-centric view. It’s also very important NOT to have a vertical strategy for each social media platform, but to link them all together. If you’re going to have that many platforms, you’re going to need an approach to help you organize all your data into one easy-to-read location so you can collect and analyse the data from the different social media platforms.

Thomas Palugan, Data Consultant for Ogilvy