The Washington Post reports that Twitter is mulling over the idea of lessening the importance of the “followers” metric and potentially augmenting or replacing it with a more accurate measure of reach or influence.
Social media ROI analysis is in its infancy. I believe this is a result not because we lack tools and metrics, but rather there is a disconnect between data analysts who lack understanding of social media, and social media managers, who lack an understanding of analytics.
I’m always being asked about which tools are the best for monitoring and measuring social media. That’s a difficult question for me to answer without first understanding your business objectives, of course…
As I have always preached, the most successful marketers are those with IT know-how and insight, as technology often is the genesis of marketing innovation. So why is it that these two groups at most companies often remain in silos?