[Matthew Stone] As incredibly powerful as web analytics are, they come with the same warnings as all statistics. They require a certain amount of expertise at both ends of the spectrum. The creation of statistics is far more mysterious and non-standard than people think...
[Matthew Stone] When I was a kid, I remembered my friends' phone numbers by heart. I had a little phonebook for those I didn't use frequently, but I could recite several numbers on the spot. This was back when cell phones were still status symbols. They were bulbous things with aerials and monophonic ring-tones. Once I got one, I stored my numbers digitally. I never again learnt a number by heart, aside from my own.
[Matthew Stone] Dealing with social media is a tricky business. Parts one and two detailed some examples of successes and failures of brands in social media, especially with regards to damage control. Part three will discuss how to make sure your brand falls into the former category, rather than the latter.
[Matthew Stone] In part one, we talked about Nestlé's mishandling of its Facebook wall. In part two, we look at how social media, Twitter in particular, has been used for damage control.
[Matthew Stone] Social media... that fickle friend. Get it right and it will provide you with some of the cheapest, best quality and most extensive brand interaction possible. Get it wrong and you create a legion of scorn and risk turning yourself into the butt of a viral Internet joke.