By Yvette Pistorio

I read an interesting article this past weekend on MITSloan Management Review by Gerald Kane, and can’t get it out of my head.

It was about how undergraduate students have a strong procedural understanding of social media tools, whereas graduate students have a stronger strategic understanding.

I’ll admit it – that’s how it was for me.

When I first started working in social media marketing, I learned how to use all the tools and features, as well as how to create content for separate audiences.

The only metrics I paid attention to were how many fans and followers my company had. I didn’t have any goals, so wasn’t even sure what to measure. I just went with it. (more…)