immediate future features in The Guardian

IF’s CEO Katy Howell features in a recent article by Sharon Flaherty (@contentprlover) in The Guardian. Discussing how social marketers can provide better metrics and ROI from their campaigns with a view to increasing budgets, Katy believes there are only two things that will get the board’s attention:

  • presenting your social media budget requests alongside a cost benefit analysis
  • highlighting the reputational risks and opportunities that social presents

The article also explores audience, reputational risks and last click attribution. Shedding light on one of the most frequently cited factors limiting the success of social media marketing, and commenting on the latest annual Econsultancy Marketing Budgets Survey. For the full story, visit