Tracy Falke is Director of Content, Search, Social Media & Emerging Technology for Powershift Media Group. Her focus is on maximising client communication & marketing efforts across all digital channels. Never content with fluffy, feel good metrics, Tracy's no nonsense approach to social media focuses on helping organisations achieve core business objectives.

She's worked on everything from international advertising copy to full scale corporate social media strategies, and is particularly driven by:

• Building social media into a business' core operations (marketing, pr, corporate communication and social media, recruitment and sales)
• Integrating social media activity across departmental divides
• Using social media to drive cost savings in big business
• Developing Social media automation apps
• Augmented reality and emerging technologies
• And of course, cool and highly creative marketing campaigns