DISQUS

bmorrissey · 1 year ago

Hey,
Thanks for the help with the story. Sorry I demoted you.

I tried to cover the more expansive view of social media later in the story. Admittedly, it's hard to cover all the bases in a 1600-word story, but this is one I tried to touch. Here's one part: "The challenge is conversations that cut across organizational silos. A single data set of customer feedback can apply to the marketing department wanting to know if its messages resulted in increased share of voice versus its competitors; customer service eager to know of problems before they ignite a firestorm; and product management in search of insights into unmet customer needs. No one set of metrics can apply to such a diverse set of constituencies,"

-B

Stephen Tompkins · 1 year ago

Hey Max-

I really enjoyed this post. I think the second paragraph is really concise and great explanation.

S

Max Kalehoff · 1 year ago

Brian: Thanks for your latter comment. That was largely along the essence. I would've like to have seen you push the embracement of social media by different business silos and operations, but, again, I understand the constraints. I think my first comment in our interview was "Good luck on tackling a complex issue!"

Stephen: Thanks.

bmorrissey · 1 year ago

Awesome. I think there's an entire story left to tell about business silos.

michaelblowers · 1 year ago

I really enjoyed this article - a super round-up on the state of the art. Max, I think you make an excellent point when you talk about the arsenal of metrics available. Arguably, the online environment is bringing together the individual marketing disciplines; with far greater interaction and effect between PR, advertising and the greater marketing environment. Measurement can only become more complicated in a cross-discipline world and while I think there will still be a demand for measurement specialists, I also believe the greater marketing community needs to get educated on the selection of metrics available. Most importantly they need to make measurement important from a campaigns very inception, ensuring that all elements have some sort of measureable feed-back connection.