Social Media Experts and Ability to Measure Social Media

Here's a post that will be of interest to those of you in social media measurement: "Do Social Media "Experts" Overestimate Their Abilities?" In it, author Gavin O'Malley writes about a new study from Forrester Research that has a lot to do with measurement of marketing campaigns. (But doesn't name the study or provide a link to it. I am guessing it is this study by Emily Riley, et al.)

Looks like the big point is summed up by Ms. Riley: "Richer metrics vary depending on objective." In other words, when you want the tough -- and truly informative -- answers, one size measurement does not fit all. As Katie Paine pointed out last week when discussing Razorfish & Ogilvy's social media score. --Bill Paarlberg