Stories by ALLEN PLUMMER

One of the things I love about social media marketing is the data. My team and I like to talk about the immediate feedback we get as soon as something is posted. The thing is, the KPIs that we obsess over are not the same ones that matter most to the C-Suite. It’s important to know the difference, argues Allen Plummer, head of editorial & creative operations, participant strategy & development at Vanguard.

At some brands, PR and social media are part of the same department. At others, the two mix as easily as oil and water, which is to say almost never. Allen Plummer of Vanguard argues, though, that PR and social media departments need each other to provide optimal return to a business. He provides useful lessons that Vanguard has learned as a result of integrating the two.