When to respond, when to keep quiet: Four social media lessons from Citi’s Frank Eliason

Geoffrey Precourt

This report from New York Advertising Week covers a session led by the social media head of Citi, the banking group, on the importance of marketers devoting their full-time attention to curating content on social and digital platforms.

When to respond, when to keep quiet: Four social media lessons from Citi's Frank Eliason

Geoffrey Precourt Warc

Social media success stories made up a lot of the content at Advertising Week 2012. And a recurring theme within them was content, and the narratives brands construct around themselves.

For example, Facebook's Sheryl Sandberg told the Interactive Advertising Bureau's MIXX Conference that content can create clusters of interest.

LinkedIn took to the Advertising Week stage with a similar theme: random lists of resumes may be impressive, its representatives argued, but narrative engagement from real-time members drives...

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