Yet without good metrics and tangible evidence of impact, the majority of the executives in the survey said their organizations cannot take social media efforts seriously. And that poses a challenge for companies, says Avinash Kaushik, Google’s Analytics Evangelist and author of Web Analytics , because social media can build up a great deal of data, but not necessarily generate great insights that translate into action and then more customers and sales. Counting clicks and tweets and postings is nice, he says, but, “our bosses care about something far more simple — what has the Web done for me today?”.
