How Nasdaq Dives Into Emerging Media Channels with Less Risk

When Anna Gonzalez, head of social media, joined Nasdaq, the company tasked her to create original programming for Facebook Watch, Facebook Live, and video on demand (VOD). In addition to delivering internal content, her 4-person team began creating multimedia marketing packages to expand visibility for clients on their IPO day.

But Gonzalez faced 3 challenges: They didn’t have all the various technical, artistic, and analytical skills needed in-house, she didn’t know what the budget would be per project. And she needed a way to scale up and down quickly because they could have several IPO launches in a week.