Awkward Social Measurement
For one, marketerâ€™s will continue to draw false conclusions from brand measurement data until they begin factoring every interaction -- and social interactions in particular -- into the equation, says Katie Paine, founder and CEO of KDPaine & Partners.
To boot, too many companies are doing the equivalent of walking into a cocktail party, and yelling at the top of their lungs. Socially, so dÃ©classÃ©. Another one of Paineâ€™s partners considers a successful social strategy to not be mentioned at all. Either way, a hybrid approach to social measurement is critical, i.e., one that includes both automated and human systems.