©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
BtoB Daily News, 2/3/11
New York — Social media, a blip on the marketing radar screen only a year ago, has quickly become a mainstream channel, with customer “expressions’ overtaking impressions as a key marketing metric, according to featured panelists at the Business Marketing Association of New York City’s 2011 BtoB Outlook Breakfast today.
“Social insights for marketers previously have been largely tactical and reactive; but now we’re seeing a move from monitoring of social sites to analytics,” said Paul Dunay, global managing director-services and social marketing at enterprise telecommunications company Avaya Inc.
Dunay initially installed social media monitoring at Avaya primarily as a customer-service tool. He’s now also using social analytics to inform his other media-buying choices.