In a recent issue of Ad Age, Jennifer Modarelli writes an article entitled, “Sorry, but Facebook Friends of Video Views Won’t Help Your Brand.” Duh!!!.
She is absolutely right and my gripe is not with her or her article. It is with so-called professional marketers who don’t know this already, and their CEO bosses who are still fooled by it. Outputs and Outcomes are not the same thing. Measure what you should, not just what you can, or that which supports your beliefs.