[Read part one, the overview here]
We're Not Fighting, We Just Have Different Goals
In blogs and blog comments there's some contentiousness about the goals and measurement of social media.
The debate is simply a misunderstanding. There are mult…

I recently spoke to the Austin branch of The American Marketing Association about "Ensuring Social Media ROI".
I'd like to expound on some of that. There are three critical concepts to ensuring Social Media ROI:

AIDA
Incentives
"Wha…

The first day of the 2009 PRSA International Conference in San Diego kicked off general sessions today.
One session I’ve really been looking forward to was the one on social media measurement featuring Katie Paine of KDPaine & Partners. She start…