Since this was the final chapter reading that we needed to summarize in our blogs, I was really excited to get it done with and get a week closer to this semester ending!
Chapter 26 or chapter 25, was about the new media scorecard and talked about formulas basically on how to communicate with one another and different ways in which they are used and combined to create a general understanding of how we communicate in social media and the tools we use to do so.
If that sounds confusing, don’t worry because it is. This chapter in general was kind of confusing but since we are so close to being done, I was able to get through.
Perhaps the most interesting thing in the chapter or at least it was in my opinion, was that the list of brands that are the most engaging in the way they talk with consumers based on the ranking system used by EngagementDB rankings. I don’t think I was too surprised to see Starbucks at the top of the rankings, nor was I confused to see Ebay at 3. ebay and Starbucks are both fantastic at all the things that the EngagementDB rankings evaluate with, so it made sense to me. What was sort of confusing was the 9th seed ranking by SAP. I had never heard of them and obviously, I wasn’t expecting to see them on the list because of that. Once I looked up more about them, I understood a lot better why they made the list. The same goes for Thomas Reuters. Again, I wasn’t aware of them prior to this chapter.
Among the many formulas used in this chapter, the most interesting in my eyes was the one used to compare how much money they are spending to bring in customers to how much they are making off those customers. Running a business, that has to be one of the most important traits. You want to be able to understand whether or not the effort you are making is worth the cash or if the money being used can be increased to bring in even more cash.
Overall, a good final chapter to the book!