Should social media marketers seek quantity or quality?

09/20/2011 | Advertising Age (tiered subscription model)

Social media metrics focus mainly on the quantity of interactions, but it would be far more useful to measure the quality of consumer relationships with brands, writes Bob Knorpp. Marketers should stop using broadcast-style metrics that measure audience size, and instead should take cues from customer-service evaluation methods. "If social-media marketing is distinguished by conversation and real relationships, we need measures that weigh these factors," Knorpp writes.

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