There is much talk in marketing circles about how to measure the impact of social media. Some measurements are hard, such as actual campaign response and conversion rate measures. Others are a bit softer, such as measuring campaign reaction frequency and tone (e.g., positive, neutral, negative). While both are valid measures, I do think we have been missing a broader, yet critical component of our measures—the overall financial impact of word-of-mouth (WOM) spread.
“I don’t know whether I’m loyal, or lazy,” tweeted a friend of mine last week as his eye doctor ran more than 30 minutes behind. He seemed as frustrated with... Read More
There’s a lot of disruption in the world.
I read today that more than 200,000 job cuts have been announced this month. Most announcements have been by big... Read More
“Be the change
you wish to see in the world.”
- Mahatma Gandhi
America didn’t change today.
There is a new person in The White House, but most everything... Read More
December 15, 2008, over a million members of Facebook.com planned to stop using the website for a day. It seemed many users were unhappy with the new layout, account... Read More