KMart’s CMO made waves recently by saying TV, and other traditional channels, are easier to measure than social media.

Social media proponents responded, defending social media’s measurability and highlight the data social media provides. My favorite was this tweet from Jay Baer (who I have a tremendous amount of respect for and I don’t disagree with lightly).

CMO at KMART says TV is easier to track than social. I disagree. If you can't track social, you need to try harder. http://ar.gy/Uj2

— Jay Baer (@jaybaer) July 20, 2011

The problem is, most social media measurement is myopic. [Read more…]