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When Digital Viewpoints Collide

August 16, 2010

NOTE: first run on my blog on Campaign Asia.

One of the most debated (and I believe pointless) questions asked in our industry today is “who owns social media?” Through five days the end of September in Singapore, we won’t have the answer, but pretty much every viewpoint is sure to be covered. Only realized today that from 19-21 Sept SPIKES Asia will take place, followed directly on 22-23 Sept by the Social Media World Forum Asia.

Both have great speaker line-ups, but while SPIKES will be graced by the great and the good of the advertising industry, SMWF’s stage gives voice to marketers, social luminaries and communications agencies. There is no doubt that every part of the marketing industry – from PR to direct, interactive to media has a different point-of-view about how brands can take advantage of digital. This variation is the exciting element that is creating innovation – even if it does drive internal marketers and communicators crazy!

Anyone attending all five days (my goal) will either walk away very confused about the hottest topics in digital today – incl. creativity, content, social media and mobile – or find surprising commonality for the first time (my hope). While innovation is always important, there’s no doubt that some common ground needs to be found across industries and agencies – and quickly, esp. in the areas of planning, engagement and measurement.

Let’s hope the end of September finds the industry running the right balance between the two. I’ll share my perspectives, but until then what do you think?

– which event do you think you’d learn more from?
– who should own social media? Why should we care?
– is attending just an excuse to go to the Formula 1 race the following weekend?

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