How To Create Visionary Measurement For Social Media

We often use the word “visionary” to describe leaders or companies, but rarely in connection to metrics. If the typical communications strategy is dispersed via Powerpoint within a large organization, usually measurement is the last slide before the end.

We need to transform our relationship to measurement.

The problem is, marketing people are typically guilty of seeing measurement as a necessary evil. It is something to suffer through, and never fully understand. Despite the pioneering work of...