Guest post by Chuck Hemann, director of analytics for WCG.

My boss, Bob Pearson, is fond of talking about integration in communications. The reality, as he sees it (and I agree), is that it doesn’t really matter where social media falls within the organization. What’s key to the success of the organization’s communications efforts is that social media is integrated with PR, marketing, investor relations, or whatever business unit communications touches.

When we have the integration conversation, we’re most often talking about just communications. We can save whether or not integration is actually happening for another day. My quick take is that it isn’t happening nearly as often as we say it. Anyway…. onto the real point of this post…

The explosion of the social Web has led to an abundance of available data for marketers/market research professionals. As someone who plays in the latter sandbox, this is very exciting. However, there are some who are arguing that too much data is a bad thing. (more…)