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SocialMediaNewz (Enable Images to Fully Enjoy)
March 25, 2013
Rohit Bhargava How To Create Visionary Measurement For Social Media
By Rohit Bhargava
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 many analytics gurus – the answers still seem hard. And most marketing managers are afraid of getting caught in the headlights from the oncoming truck of skeptical management.

Nowhere is the fear of metrics more pronounced than when it comes to social media. [...]

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