Warm Embrace or About Face: How Social Should you be?


Terry Lawlor

Terry Lawlor

Author Bio

Terry Lawlor has the responsibility of all aspects of product management, including strategy development, product definition, and product representation in client and marketing activities. Terry is a seasoned and highly professional enterprise software executive who possesses a wealth of expertise in the Market Research and customer experience markets.


Author Bio

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The role that social media plays in the world has evolved dramatically over recent years. It’s no longer purely a consumer playground, and almost every business has some level of social media presence. However, the extent to which organizations should be involved in, and more specifically, monitoring and measuring social media, is very much up for debate.

Monitoring social media is a big job, and it’s not something that you can just dip into every now and then if you want to do it effectively, in a way that drives action. This paper uses real life case studies and practical guidance to help you decide whether your business should turn its back and about face, or give social media a warm embrace.

In this paper we will:

  • Define what we mean by social media, and explain why it’s more than just keeping an eye on Twitter
  • Look at three real-life scenarios to understand exactly which business areas can benefit from a detailed analysis of social media
  • Focus on key considerations to help you decide if social research is right for your company
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