I'm sure you'll find it somewhere between comical and alarming the number of big advertisers who haven't acknowledged the shift. We think that about a third of all companies using social have a policy for its use and less than half have applied any sort of measurement criteria, and you know not all of those criteria are meaningful, so…we're still on the upward slope of the curve.

Thanks for reading and for the insightful comment. Y'all come back soon, you hear?

We are long past the “Social Media is here to stay” phase, thou so many people are still writing blogs with that as their feature article title. It's like they are stuck on a wow factor from 7 years ago.

We are into the strategy implementation stage. And just like brands can regress with actions like: making cars with brakes that disengage; put out cable commercials that completely turn off their market; or produce multi million dollar movies that are high on graphical wonders – low on writing skills; brands can also completely miss the advantages of social media that others are perfecting. And perfecting in clear view. Thank you for introducing us to Jim, I'll read his article now.