• by Laurie Sullivan , Staff Writer @lauriesullivan, December 9, 2013

Kenshoo CMO Aaron Goldman led a panel of experts on how to leverage social to drive search and vice versa. Some of the mistakes when crossing channels include attribution and tracking correctly. There's a need to understand the touch points in social and where to find them. Is social about the top of the funnel, or the bottom?  Other mistakes include people looking at the standard metrics without dissecting and understanding what it means for their brand, when you syndicate content irrelevant to the audience it's a waste of time, not producing the right story when producing the content, and not understanding the nuances of the platform. or pursuing a platform because it's not a bright shinny object.