Social Media Needs Accountability

“Please stop telling me you can’t measure social media. Yes you can. You can measure it as well as we’ve ever been able to measure things that impact the sales channel but are not the sales channel themselves. Communications. Customer service. Business Development. Public relations. Marketing. Infrastructure impact. Cost savings.The problem is that this requires systems thinking, and dedicated work, and too many folks are stopping at the ‘this is hard and I don’t know how so I’m going to blame the medium’.  But no one said you had to nail it perfectly out of the gate.”