I have made my career in online customer acquisition, loyalty and retention for large enterpises.  Dealing with budgets of $1 million and mass communication channels with large audiences.  In the last 2 years when OI have been working on social media analytics, the solutions have also been pretty universally targeted to the mass online channels and meaningful metrics seem to be only available with a critical mass of consumer comments.  This experience has lead me to the central question:  Do the tactics and methodologies for online marketing social media engagement and measurement scale down? Read more