Photo Credit: Griszka Niewiadomski

For detracting from the intelligence of social business as we know it, I advocate flogging the next person you hear say, “we’re really pleased that we have 100 more Facebook fans than our top competitor” (unless he or she is your boss, in which case a more diplomatic approach may be warranted).

Beyond the Surface Level

With as much good advice there is out there about social media ROI, it’s appalling to me that many companies still use fluffy anecdotal evidence to support how they stack up against their competition in the social sphere.