Social media tools can mine data, but do they tell marketers a clear story that allows them to find qualified leads and engage meaningfully?
A Forrester report tells the social media marketing world that what they are doing is not enough.
The smoke clears, the mirrors shatter, and in the end, social media means blessed little unless it drives more business, makes the company work better, or enables the company to better respond to customers.
This is about more than just measurement. It is about stepping back and understanding social media in the context of the entire organization.