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.â€
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.)