I just posted a summary of last night’s presentation at Social Media Club Auckland. Head on over to check out the notes, links and of course … my moustache.
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Sometimes things are funny because they ring true. In the process of trying to define and measure something, Murray is completely blind to his alienating behaviours. And it’s just as easy to do in business marketing and communications.
Of course measurement is important because simply being on social media is an investment that needs to be measured. But beware the effect your measurement has on behaviour. Watch out for what you incentivise, and what you discourage. Make sure you’re thinking in the customer’s shoes.
What’s best practice? So often it’s “better felt than telt” as the old Scottish phrase goes. In other words, we can give you a detailed checklist to get you going, but social media is just another way to connect with people. Rely on intuition and commonsense as much as best practice guidelines.
Essentially, this post is exactly the same message as my driving to Taupo post, but with some Flight of the Conchords fun thrown in 
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How much data do you need to drive? (Image credit)
I had a good long drive the other day, and I got to thinking about measurement.
Driving a car is a lot like running a business, or a marketing campaign. It’s real time, everything is moving, and you need to take into account your actions, actions of others, and the environment.
Let’s look at the data you need when you drive.
There are the numbers:
Then there are other variables: light, weather, the angle of the road, other drivers.
Question: would it make your driving more efficient if all that other data were turned into graphs and statistics?
Didn’t think so.
Which is all a very roundabout way to say what Einstein said: not everything that matters can be measured, and not everything that can be measured, matters.
When you’re running a business or a marketing campaign, keep your eyes on the road.
What does that mean, specifically for marketing? It means if I’m your customer, look up from your spreadsheet from time to time and say hi. I’d appreciate it.
What do you need numbers for, and when do you go with your gut? Please comment.
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