By Tom Collins
After noting that measuring short-term sales attributed to social media activities "is the wrong end of the telescope to be looking at measurement from," he explains:
"Social media is about relationships. And anyone who has ever had one can tell you that you cannot judge a relationship from a snapshot; you need to observe a relationship over months or even years to get any sense of the quality and value of that relationship. Sadly, most of the social media analysis tools in the marketplace don’t provide this viewpoint."