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The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media by Susan F. Emerick, Chris Boudreaux

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5. You Will Measure New Things in New Ways

“Not everything that can be counted counts.”

— William Bruce Cameron

Empowering employees in social media requires clear and consistent measurement and feedback. This chapter shows you what to measure so that your program team and your social employees understand how they are doing and where they should focus their efforts to improve.

Most great revolutions in science are preceded by revolutions in our ability to measure or observe. For example, the telescope revolutionized astronomy, and the microscope revolutionized biology. In both cases, our understanding of our world evolved, and over time, we experienced more powerful outcomes.

In social media today, measurement technologies can help us to understand ...

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