Patrick Rona
May 3, 2012

Opinion: It's a social world

Patrick Rona, president of Tribal DDB Asia Pacific and chief digital officer of DDB Group Asia Pacific, reminds marketers that social media is not a silver bullet and if misunderstood can be ineffective or even damaging.

Patrick Rona

Social media. On one hand, the single biggest opportunity facing agencies today. On the other, perhaps the most misunderstood phrase in our industry. 

Let’s start with the opportunity. Aside from the sheer dominance of the word social’ in media headlines around the world, the demand for helping clients understand, and take advantage of social media’ is growing exponentially no matter how you measure it. Virtually every survey of top marketing executives around the world...

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