How to Measure Social Media Effectiveness
Gary Goldhammer, Edelman Interactive
The hidden reality: there is no way right to measure social media. We’re all figuring this out. Nielsen is measuring time spent, interactions.
We respect what has happened—things that are visible, tangible. We honor the established solutions.
But we ignore the things that could have happened. We need to look beyond. That’s where innovation thrives. It thrives in the places that aren’t visible, aren’t tangible. We like to rely on others to write the case studies for us.
Low predictability = large impact
Forget everything that you know. Put it out of your mind. What you know about communications is irrelevant and insignificant compared to what social media has to offer. What you absolutely know about communications is a barrier to social media. The past is not always significant. What we know is less significant than what we don’t know.