Twitter brings easy analytics to your mobile device. YouTube plays catch up in livestreaming video. And we ask why, after all these years, integrated marketing communications isn't the norm. Gini Dietrich, Martin Waxman and Joseph Thornley tackle these topics and more in this week’s Inside PR podcast. #IPRMustKnow Twitter Engage brings Twitter analytics to the masses Twitter just made it a whole lot easier to track analytics like follows, @mentions, retweets, and video views, with the launch of Twitter Engage, a new iOS app. Real-time monitoring in your hand. The app launched on iOS in the US-only. You can hear the collective sigh of disappointment from Twitter addicts in the rest of the world. YouTube Livestreams from your mobile Livestreaming videos to YouTube from your mobile is about to be possible. YouTube announced at VidCon that it is testing livestreaming with select publishers. Available to the rest of us soon. With YouTube's huge catalogue of videos that we already have uploaded, it's going to be competitive with both Facebook Live Videos and Periscope. Does that mean that I have to buy a third phone to livestream events to all three services? Integrated Marketing Communications: Many are called. Not all answer. Gini Dietrich wrote in a blog post that, with the proliferation of platforms and the need to integrate ephemeral and chat channels, integrated marketing communications is more important than ever. We're all heard the term integrated marketing communications for over a decade. Independent agencies seem to have embraced integration. PR agencies in particular have moved to the PESO - Paid, Earned, Shared, Owned - model. So, why isn't integrated marketing communications practised each and every day? We talk about the impact of tight communications budgets and the persistence of silos within corporate marketing and communications functions. We also look at the legacy of separate profit centres in holding company agencies. The need to maximize returns for individual centres may work at odds with making integrated marketing communications a daily way of life for people working in holding company networks.