OK, I can't say I like the presentation, but so far as I can tell, business analysts really think like this. The main point to be drawn from the cartoon is that social media needs to be (and can be) measured strictly on the basis on return on investment (specifically, cost reduction, or revenue generation). Now, of course, real enterprise (such as military, education, health care or government) desires as a return more than mere financial gain. They want measurable outcomes such as reductions in casualties, higher grades, fewer illnesses or more effective services. But the same sort of logic applies - the measurement of media metrics (such as website hits, Facebook friends, etc) is not a part of the calculation. It may suggest a measurable benefit, but it doesn't prove one. So far, so good - and I actually agree with all this. To me, though, the key question facing real enterprise is: what counts as a metric? Simple grade scores, for example, are in my mind media metrics, and not measurements of actual outcomes. But this places the onus on me: what do I offer as an alternative measurement? Via Joachim Niemeier.
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