“[A] key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline behavior, such as word of mouth, which can be nine times more voluminous offline than online.” – Brad Fay (@kellerfay), How Online Marketing Can Fuel Offline Conversations
“Unfortunately, despite all the criticism of tools like Klout on the open Internet, there seems to be a demand somewhere for tools that reduce actual people and relationship to numbers. So, I have no doubt that we will begin to see influence features embedded into internal social networks with increasing frequency. And, even more unfortunately, just as marketers and social media gurus have propped up their own Twitter follower, Facebook likes, and Klout scores at the expense of the community as a whole, we will see similar situations behind the firewall as well.” – Steve Radick (@sradick), Klout for Enterprise 2.0 Networks is a Bad Idea
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