As I tweeted this morning, Alan Wolk more-or-less read my mind today with this post titled Interaction Burnout. He gets into what I call “bad metrics” here Much of this unnecessary patter is due to the unrealistic expectations brands (and the agencies and consultants that enable them) have for social media. Where, in a misguided [...]

Building a community is great and reaching out to your market is a smart idea, but to really make a difference there has to be an underlying purpose. If you set up all these interaction programs with no goals or objectives, it’s like saying you’re going to market to “people” so they “buy a lot [...]