9 social media measurement myths

Likes don’t mean engagement, and sentiment might not matter. Read on to make sure your measurement strategy isn’t built on fiction.

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Then, sales, customer service, marketing and everyone else started clamoring for this shiny new object. The management team was very scared. It worried about who would control communications management, or if the function would become too fragmented. Eventually, the team looked around and realized that companies with telephones were growing faster and making more money than their unconnected counterparts.

A few decades later, there was another shiny new object called the computer. Originally, the computer sciences department managed all things having to do with the computer. Then sales, marketing, customer service and all the different divisions who needed business intelligence started clamoring for computers. Management was again very scared.

It worried about who would control the proliferation of all these new objects and who would decide who would or would not have access to these newfangled computer things. A few years later, CEOs and CFOs realized that departments with computers were more efficient and profitable than those without them. Soon everyone in the company was online, using computers to facilitate workflow.

What was all the fuss about?

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