The Social Enthusiast…few people will argue that social media doesn’t have clear, distillable value to companies. Social media monitoring, in my opinion, is one of the most easily translatable value-driven elements of corporate social media, especially when viewed as an add-on to existing brand research efforts.
When you first approach your advertising agency or a consultant about social media services, is your attention focused on activities with direct customer interaction? I know that my clients often overlook monitoring and measurement, unless I direct their attention to them. The irony is that these less-sexy activities often provide the most practical business value, particularly at the outset of an organization’s explorations into the social media space.
