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Max Kalehoff On Marketing, Media & The Edge…Plus Bonus Insights On Start-Up Culture & Raising Kids.
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Social-Media Metrics In Their Infancy

Started by maxkalehoff · 10 months ago

Brian (aka @bmorrissey on Twitter) Morrissey wrote a great story for Adweek on social-media metrics. As I underscored in an interview with Brian for this story: “It’s still in its infancy,” and “Marketers are trying to bridge the divide of wh ... Continue reading »

5 comments

  • 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
    reply
  • Stephen Tompkins

    1 year ago

    Hey Max-

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

    S
    reply
  • 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.
    reply
  • bmorrissey

    1 year ago

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

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