Beth writes Certainly some companies will get pretty mature in their use of social media analytics, but I would imagine many more will keep on struggling with figuring out what tools to use, what metrics they need, and how to drive business value.
I suspect Beth's instincts here are on target. There seems to be also more than a grain of truth to the "dangerous" aspect — Pope's admonition "a little learning is a dangerous thing" comes to mind. Measuring the wrong the wrong things, or measuring things in the wrong way, can lead to some major problems.
And of course there's the perennial problem of measuring things about us that we don't want measured...
Hi Pierre, with the proliferation of social media analytics platforms, which leads to confusion, and marketing's rush into social media, I would agree that 2012 may go down as the year of measuring dangerously. I'm not sure how much safer things will get in 2013, though. Certainly some companies will get pretty mature in their use of social media analytics, but I would imagine many more will keep on struggling with figuring out what tools to use, what metrics they need, and how to drive business value.
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