Justin case you were wondering

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Behaviors, not impressions, show value of social media

H.I.T.S. How Idiots Track Success. I first heard that one from Shel Holtz three years ago. Impressions are dying and we shouldn’t even use the term when talking about tracking social media. That feedback came this past week from the Metrics Man Don Bartholomew (disclosure: We both work at FH) and measurement queen Katie Payne.
Those […]

Are all impressions created equal?

Impressions are like the veterans of the social media measurement team. The security blanket, if you will. If you’re a Yankees fan, they’re the Mariano Rivera. Like the Colts? They’re the Peyton Manning.
PR and Marketing pros feel comfortable tracking impressions. And corporate America feels comfortable tracking success based on them. There are exceptions, but for […]