A former boss of mine once quipped that there’s “data, data everywhere!” The man was right. But the mere fact that we have these metrics is not a measure of success. Nor is it much help to continually bombard our organizations and clients with reams of data. There needs to be a point—one we clearly lack at the moment. The industry should stop showing off huge dashboards full of social media metrics and, instead, start working to understand which of these measurements depicts the human behaviors that will actually benefit the brands we work for.
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April 27, 2010
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