Eight Great Myths of Social Media Measurement

Once upon a time there was a shiny new object called the telephone, and the first person to manage the telephone in an organization was probably the CEO. Then, sales and customer service and marketing and everyone else started clamoring for this shiny new object, and management was very scared. They worried about who would control communications management, or if the function would become too fragmented. Eventually, they looked around and realized that companies with telephones were growing faster and making more money than their unconnected counterparts.

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