©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Havas Digital, the umbrella group for Havas Media’s interactive agencies, says its “Listening Loop” aids brand marketers in achieving social-media success.
Rob Griffin, Havas Digital’s global director of product development, says that while optimization for other types of media follows a straight path of steady improvement, optimization in social encounters difficulties because of changes in online dialogue.
Hence the “Listening Loop,” a term coined about 10 months ago by Neil Kleiner, head of social media, Havas Media UK. The Loop starts by defining client objectives, moves on to real-time research and insight, then to strategy, implementation and measurement — and then repeats.