Open Mode

No matter how good our tools get at measuring sentiment and engagement in online discussions about brands, a part of me thinks that we shouldn’t directly care about it all that much. It may be the best we can do to measure social media for now, but what if we’re really seeking doesn’t show up [...]

When a crisis occurs, or when users are all suffering with a problem, they go online. They need to find out if other people have the same problem, how to fix it, and what caused the problem to begin with. This third point, what caused the problem, helps people to understand: What the issue [...]