• by Gavin O'Malley , Staff Writer @mp_gavin, September 18, 2008

How does Avenue A/Razorfish deal with the matter of social media metrics? “With a great deal of humility,” said Shiv Singh, the agency’s Vice President of Social Media & Global Strategic Initiatives. “We’re all learning as we go along.”

What does Avenue A say to a client when it’s become clear that they’ve made a mistake, or, perhaps worse, when no clear campaign response can be measured?

“Look on the bright side,” Singh says he tells the client. “We only used a small portion of your overall budget.” (Measured laughter from the audience.)