Marketing and PR types should focus less on targeting users of Facebook, Twitter or other individual sites, and concentrate more on how their digital efforts "integrate into a holistic system," according to Steve Rubel, SVP, and director of insights for Edelman Digital. "I think that's the biggest disappointment today. A lot of people are doing a lot of great work -- very tactical work -- but not thinking about how all this comes together and how it works together," Rubel said.

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