If you think your careful attention to social media analytics, monitoring, and customer relations means you know your customers better than ever before, think again. Rather than enlightening you about your customers, all that social media data may actually be misleading you—because it’s only showing you a narrow and atypical slice of your social media audience and your customer base.
Your Biggest Social Media Fans Might Not Be Your Best Customers
How analytics can mislead marketers.
December 24, 2014
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.