The Difference Between Social Media Monitoring and Intelligence
To understand why intelligence is qualitatively different than monitoring, and why it’s so valuable, consider the following longitudinal market analysis we just completed.
Industry Viewpoint
Two Lessons to Learn from Facebook’s Privacy Debacle
Facebook makes a huge mistake if they let themselves believe the value customers place on compelling social engagement today is bankable brand equity for Facebook’s future.
Five Reasons Social Media ROI Will Never Die
I’m a big fan of Marshall Kirkpatrick (@marshallk). He’s one of the best voices behind ReadWriteWeb, and one of the few people that delivers consistently good reporting and analysis on social media technology. But Marshall’s recent piece on the supposed death of Social Media ROI really deserves a crushing response. … Read more
In Social Media, Engagement Matters More than Volume
As social media goes mainstream for corporate marketing, far too many marketers are getting caught up in activity metrics rather than value. Klout. Likes. Follows. Retweets. Everything is about volume of engagement, with little if any focus on the value of engagement. Recently I heard a senior executive at a … Read more
The Four Percent Solution for Agile Social Marketing
With technology selection, just adopt this simple truth: You are going to fail. So get it over with as quickly and cheaply as you can. The more time you spend planning some monumental RFP for an overarching social marketing platform, the more costly and crushing your failure will be.
How Facebook’s IPO will Effect LinkedIn
Facebook’s enormous base of users may not be paying for access, and may not be generating enough ad revenue today, but certainly it’s a valuable commodity they’ll figure out how to mine in the future.
Mapping the Frontier of Marketing Finance
The simple and unfortunate reality is that the marketing profession is not sufficiently prepared to reliably generate the markets businesses need to drive sustainable profits into the future.
Cisco Flushes Flip’s Brand Equity
With video capabilities just showing up in the iPhone at the same time, who couldn’t have foreseen the future of real-time video right on your mobile phone?
Social Media at the Crossroads of Sustainable Capitalism
The driver for business adoption of social media, through collection of online data, is vacillating between the imperative to double down on predatory behavior or to pursue sustainability by connecting more meaningfully with customers.
Salesforce and Radian6: What does it all mean?
Focusing relentlessly on growth produces great results for investors, but it doesn’t produce a great product when the market and technology landscape is evolving so rapidly.