Keep it simple stupid. That's the message from John Bell, managing director, at 360° Digital Influence - Ogilvy, when it comes to selecting partners for social media measurement. With some
120 social monitoring partners out there, he advises selecting two or three vendors that have good reputations and one 'wild card." They all do the same basic things: collecting data, rating and
sorting, and reporting. That third step should be simple--not a voluminous report but a one-pager he can take to the C-Suite. The last step--insights and action--is where the brand comes in and human
judgment is key. "Tools can't do it," he says.
