• by Gavin O'Malley , Staff Writer @mp_gavin, February 24, 2010

For one, marketer’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 déclassé. Another one of Paine’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.