[ Spring 2010 ]

Social Media: So Many Words, So Little Information for the CMO . . .

By Simon Kooyman

So much has been, is being and will be written, organized, pontificated, hypothesized about the topic of social media, it is difficult to distinguish forest, trees and bark.

No matter how big the hype is, no matter how long it will take to settle down, this cross between splashdown and gold-rush represents the most significant media and marketing change since the conversion and integration of the Internet into mainstream business. Social media's powerful new force is shaking up every marketing model -- yet how it may be affecting your category or brand is unknown.

I will be brief – trying not to add to the hype, but simply offering you what Knowledge Networks does best: solid research to measure what is really happening; good clean data that helps you recognize trends; advanced analysis to determine the consequences for your targets.

Mistakes in the estimation of the importance of social media and the investment they require can indeed be very costly. We have a solution to fill the marketing information gap around social media and the effect on categories/services; give me a call if you'd like to hear more.

To read more, click here.

Simon Kooyman is CEO of Knowledge Networks.