Accidental Factors

I was reminded of one of my pet social peeves as part of a conversation with one of the, astonishingly smart, Google interns. One of the most challenging aspects of social networks is that, broadly, people within companies don’t really know what “doing a good job” looks like. Depending on the organisation, social media can be part of marketing, PR, customer service, a specialised department, even IT. The aim of these departments is often mis-matched with the potential or the audience the brand has across their social media, so it is difficult to create effective performance measures.