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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
The Economist plans push for Australian readers
Premium
2 days ago

The Economist plans push for Australian readers

CMO Michael Brunt remains unswervingly set on growing profits through circulation, not advertising.

Premium
Ogilvy India leader steps into harassment controversy
Premium
2 days ago

Ogilvy India leader steps into harassment controversy

The agency's managing partner drew rebuke and has since apologised for commenting that pinching and grabbing are "part of growing up".

Premium
M&C Saatchi creative chief sparks diversity debate
Premium
2 days ago

M&C Saatchi creative chief sparks diversity debate

A creative leader drew ire for saying he was "bored with diversity being prioritised over talent" in a Campaign UK column.

Premium
Passivity and pace problematic for Japanese communicators abroad
Premium
2 days ago

Passivity and pace problematic for Japanese ...

Japanese corporations are getting better at dealing with crises, but slow decision-making and a lack of proactivity still leave them exposed in complex markets like the US.