Ornicogroup CEO Oresti Patricios is in attendance and yesterday presented a talk that looked at the most talked about company brands, people brands and country brands in Africa, determined through their social media footprint. He discussed the equity and popularity of South African, Nigerian, Ghanaian and Kenyan brands. This was done using his company’s Africa Brand Index which measures social media brand engagement and reach.

Media Update chatted to Patricios in Tanzania about his experience at the conference so far.

What have been your highlights at PAMRO so far?

All presentations were really great. There have been huge insights into the new developments in the media research industry from around the world.

The most interesting talk or seminar you attended?  

The paper by Christopher O’Hearns Introducing TAM to new markets.

Why?

The learnings from the complications they have in the UAE are similar to the complications we have in Africa.

Why is sharing these industry insights and transformative research studies important to the industry?

It allows the industry to learn from the problems and the solutions found in other regions.

Anything particularly interesting coming out of unsuspecting places?  

The launch of the online video currency from Sweden from MedieMatning MMS.

How was your presentation on the African Brand Index received?

Well, especially by the brands that are using social media to build their brands

How do you think this will affect the way the industry views social media monitoring, and the value placed on it?  

It gives the industry a currency to compare reach and engagement against competitors. This therefore allows brands to measure their success against a fixed set of values that is simple and relevant to social media.

The PAMRO and All Africa Media Research Conference ends today (Wednesday, 26 August).

For more information, visit pamro.org. Alternatively connect with them on Twitter.