Brands and marketing plans that live in wikis with author Denise Shiffman

Before I head off to a great conference on social media at the NewComm Forum, author of The Age of Engage Denise Shiffman spent time with me on the Marketing Edge podcast. We get into the double edge sword of ROI for marketers, what sold a bunch of web banners, click through ads and email campaigns 5 years ago is now coming back to hinder social media adoption. Why? because relationships take time and are hard to predict. Shiffman suggests the social media measurement metric should be lift around campaigns and to implement small, focused projects with a clear objective. A discussion of that campaign its achivements and failures should be sh...