Moderator: Alexandra Samuel, VP, Social Media, Vision Critical, @awsamuel
Jeremiah Owyang, President, Web Strategy, Altimeter Group, @jowyang
Colby Flint, Consumer Insight Strategist, Discovery Communications
Beth Kanter, Visiting Scholar, David and Lucile Packard Foundation, @kanter
Social media has made quite the leap from being a non-accountable place to test leftover media budgets, to today, where ever increasing analytics and ROI models are tied to every tweet, pin, post and share. Yet despite this wealth of data, nearly everyone has stared at a never ending Excel spreadsheet when asked to interpret the meaning and felt a little like Donald Rumsfeld at a Department of Defense news briefing:
“…there are known knowns; there are things we know that we know. There are known unknowns; that is to say, there are things that we now know we don’t know. But there are also unknown unknowns – there are things we do not know we don’t know.” – Donald Rumsfeld, 2002
So even if your only desire is to avoid a “Foot in the Mouth” award like our former U.S. Secretary of Defense, I’d still suggest paying close attention to this panel as they unveil some new models of research, layer in survey and social data, and fill in the blanks that exist in our current methods of interpreting data. After all, you don’t know what you don’t know – well, not yet anyway.
Reported by SX Scout: