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Tamar @ Econsultancy Digital Cream

Henry Elliss
Henry Elliss
Managing Director
26 March 2009

A week or so ago I attended the Econsultancy 'Digital Cream' event here in London, where we were sponsoring the Social Media table. It was a great event, which you can find out more about on their website here – a bit bizarrely, for me at least, the event was held under 'Chatham House Rules' – something I'd never come across before. Apparently this means none of what was said can be discussed outside of the event – a bit like Fight Club but for marketeers and managers!

What I will say is that we had some great discussions around where Social Media is heading, and in particular the problems people are facing when trying to push Social Media in their own businesses. It sounds like one of the biggest barriers we're facing is the perceived measurability problem. That's not to say that SM isn't measurable, because it is – with a variety of metrics. It's just that brands have a hard time knowing where to package it – is it part of PR, or Marketing? Should it come out of brand budget or direct spend? 

As a member of the IAB Social Media council I can assure people that everybody is having the same problems, but it's something that should definitely be addressed in the next 6 months. Hopefully by the end of 2009 there will be a much clearer 'rule book' for Social Media marketing, including guidelines, case studies and all sorts of other goodness. 

Overall the event was really good, so hopefully we'll see you all there again next year.
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