Conversation Quotient

What's a friend worth? It's the question marketers are asking more and more as they plow into social media in the hopes of finding new customers in welcoming environments while going beyond simple messaging to the fuzzy notion of "engagement."But with the rapid growth of social media has come the challenge of measuring the new ways consumers are interacting with and sharing advertisers' content and brands. In many cases, the biggest difficulty is not just figuring out what to measure but what to ignore -- and how to square the need for metrics-driven accountability with the more qualitative feedback endemic to conversation-based channels.

Conversation Quotient

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