With the Presidential Election in its final week and given the huge conversation that has been taking place throughout social during the campaign, the problem of brands achieving real value from Facebook has been whirring in my mind.
As we know from our own experiences with our own clients, there’s a big issue with measurement. Many Facebook metrics are meaningless unless applied, with a full understanding of the context, to a tangible business goal. Without that, they lead to time-wasting ‘Like’-chasing and a failure to interrogate what engagement really means. Read more »