What we need to understand about our own measurement practices is whether we’re equipped with the right tools and data, whether we’re willing to spend the time evaluating that data and extracting the juicy bits, and whether we’re functionally and culturally prepared for what it might show us, for better or for worse.

13 Truths About Social Media Measurement | Brand Elevation Through Social Media and Social Business | Altitude Branding – Amber always has the best, most detailed and most sense-making posts. Saving this one more for me than anyone else.