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Markets and insights leader talks brands and social media

Featured Events | Jun 23, 2017 |

Gary Vaynerchuk, serial entrepreneur and CEO of VaynerMedia, once told Larry King that “social media is just a slang term for the current state of the internet.”

If that’s the case, Edwin Philogene is an expert on the current state of the internet.

Having formerly worked at companies including Tumblr, BBDO, AOL, eBay, SiriusXM, and Ericsson, Philogene came to Fordham this spring to share his marketing insights with Gabelli School students.

In 2016, internet advertising surpassed traditional methods of advertising and, Philogone said, this gap is only expected to increase over the next several years.

The important question when it comes to social media, then, is: “What does your brand represent and who are you going after?” A fashion brand might use Instagram, while LinkedIn is a better choice for reaching small-business owners.

In terms of what brands expect from social media, Philogene stressed that firms are looking for their advertising to be targeting-enabled and measurable. The nature of Facebook, for example, allows the platform to better target consumers.

Learning as an individual the skills necessary to excel on the various platforms will make you a more attractive candidate for positions in the media industry, he said.

After all, as Philogene emphasized through a quote from author Erik Qualman, “We don’t have a choice on whether we do social media, the choice is how well we do it.”

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