Learning how to capture the moment

Successful social media use requires monitoring and measuring digital interaction

Holiday photos serve to capture the moment of happy occasions.  Later, they recreate feelings, build personal memories and tell stories. Other kinds of photos are decidedly more purposeful, such as satellite and aerial shots, which are useful to extractive industries, planners and builders. So it is when picturing what one can do with social media. As the year begins with Facebook being valued at 37 billion euros, and the government of one of Europe’s top three economies launching The Year of Digital Business Growth, organisations need to change their mindset from ‘tell-sell’ to ‘engage/innovate/co-create’, starting with purposeful evaluation: not just to ‘capture’ the moment, but to discover patterns and influencers that directly lead to action and change.