Overcoming the flawed paradigm of social media measurement
Jul20
Rick Liebling is Head of Global Marketing for Unmetric, leading marketing initiatives across the brand, product and content communication strategies. Garbage in, garbage out: a pithy phrase that captures the notion that flawed or incomplete data inputs invariably lead to flawed conclusions. In the social media world, this truth has never been more important as 1) brands look to turn ones and zeros into actionable insights; 2) ‘big data’ loses its cachet; and 3) ‘smart data’ comes to the fore. If you want to stir up a lively debate among today’s social media gurus, simply broach the topic of reach and engagement. Is Facebook…
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