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Don’t Allocate Social Resources According to Brand Mentions. Focus on Value

Digiday recently wrote that “Twitter dominates brand conversations”, based on upon the observation by Burson-Marsteller that more than half of Fortune 100 brand mentions in a month occurred on Twitter [1].  But counting brand mentions is not the same as counting business value. In fact, resources should be allocated according to the relative value of each social venues, not the relative volume of brand mentions.

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