media guerrilla

Earlier this morning I had the chance to speak on a PRW panel about corporate web strategies, and one of the topics that surfaced (err, re-surfaced) was the ol’ conversation monitoring vs. mining debate…

If you don’t know what I’m referring to, I wrote about this a while back, but essentially it has to do with the competing (and sometimes conflicting) need companies have to monitor and react to online chatter with the need to measure and weigh the value and impact of conversational efforts over time.

Oddly enough (or is it, sadly enough?) we were talking about this issue *two years* ago, yet it continues to frustrate and divide the way that communicators and marketers approach online conversations today.

In the end, like everything these days, it’s about finding a balance between these two things, but you have to understand the difference before you can bridge the divide.

Technorati Tags: conversation, measurement, mining, monitoring, PRWeek