Posts Tagged ‘mediumalistic’

Engagement ain’t nothing but a number – why 1% isn’t good enough

The headline calls attention to everything that’s wrong with how businesses measure engagement in social media today. Businesses that invest any level of marketing resources in networks such as Facebook, Twitter, Google+ and the like (get it?) are being groomed to focus on soft metrics instead of the relevant activity that signals the strength and worth of a community. By weighing conversations, interactions, and views, businesses are fed raw numbers that demonstrate KPIs but they do not offer the insights necessary to glean ROI or deep understanding of what people do and do not want, need, or value. And that’s part of the problem as marketers and developers are focusing on stimulating movement, which by default becomes a game of competing for attention, moment by moment.

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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