O2 and Social Media - Measuring the Intangible

This event report discusses the difficulty in measuring the value of a corporate social media presence, using O2, the UK telecommunications company, as an example of best practice.

O2 and Social Media – Measuring the Intangible

Matthew Carlton

"Almost two-thirds of big businesses have at least one full-time employee dedicated to using social media, but only 10% are reporting benefits to the business resulting from the investments."

This was the somewhat startling statistic that Kristian Lorenzon, head of Social Media at O2, used as his opening gambit when discussing the telephony brand's social media strategy.

However O2 is fully committed to measuring the impact of its social media output though, as a number of companies have found, this isn't always a straightforward process. Lorenzon presented...

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