When you look at the horizon and see the sun setting, and say, “Wow, that is beautiful”, how do you measure that beauty?

If a tree falls in the woods, and no one is around, does it make a sound?

I think that we can all agree that it does, right, seems like it is common sense. 

Over the past year or so I have read many blogs and reports stating how important it is for a business to be involved in Social Media and how measurement is the most important aspect of any initiative. I do agree that having the ability to measure the ROI of a campaign is a key component, but some things you can just not measure.

Well the truth of the matter is that not everything can be measured. 

I did want to relate the way that you measure your initiative to the way that a certain credit card company runs their advertising campaign

Just think of Mastercard’s funny marketing campaigns:

Having time on your side…..priceless

Another more powerful display over what I am trying to point out is this great scene from the movie “Goodwill Hunting”:

Ok, I understand that many may find faults in my way of thinking and will quote reports which may go against what my thoughts are here. When it comes down to it, yes, it is about measurement and making $ for the business, but there are also things that happen that can not be measured based on your campaign.

When it comes down to it, some things (sometimes the most important things) can not be measured, and some things also fall into a “Common sense” category as well.

* Many thanks to Aaron Strout for assistance on this blog post

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