Turning on the social media radar
Social excellence. Tribal DDB Worldwide has launched its Tribal DDB Radar social media ‘centre of excellence’ to define and capitalize on marketing opportunities in social media.
Tribal DDB Radar’s approach will be rooted in anthropology, with a focus on studying technologically enabled human communities around the Internet. Insights gained will be used to help brands participate in conversations by bridging gaps within the community, as well as the technical platform that enables it.
“We have seen an explosion of tools that measure the quantitative aspects of social media, but few companies have embraced the strategic and creative requirements in parallel,” say Tribal DDB CEO Paul Gunning. “That combined with the opportunity to use it not just as a communication channel but also as a research channel is why we are so excited about the process that underlies Tribal DDB Radar.”
