Making Marketing Accountable

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The recent meetings between Facebook’s Carolyn Everson and senior marketing leaders from Coca-Cola, Unilever and Wal-Mart, underscores the disconnect between “popular” marketing activities and those that can be held accountable for results.

I’ve long been skeptical of most social meeting platforms, despite the zealots who claim that significant business comes from Tweeting and Liking and Pinging Pictures (or whatever Pinterest’s value proposition is). Given the community I serve, LinkedIn is about the only social platform that makes sense, but even ...

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