A discussion of what we really want out of this overwhelming trend to “do social media” and the question of how to measure whatever it is we are doing…

During my career I worked at a sales promotion agency, helping them to master the art and science of direct marketing. One of their production folks, Joe, was particularly adept at coming up with unique descriptions of things. One afternoon I came in to his office needing a quick measurement of a piece of card stock. With a smirk on his face,  Joe sat back in his chair and began to question me on really what I needed to know and why. Frustrated, I had no choice but to go along as Joe went through several measurement options with definitions on each – thickness, size, weight for postage, or to calculate machine-ability. Read more…