Friday, February 16, 2007
Chip Griffin, CEO of CustomScoop, sent me this paper on the uses of media monitoring. It's a good and objective primer for why one should be doing it, if you are not already. I must admit that I'm guilty of failing in one of the eight ways -- namely, keeping an eye on competitors. I know better, but it is one more example of how one can become overly focused on a client and forget the larger world in which the client competes.