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Principal of Chess Media Group, a social business consultancy. Jacob works with mid and enterprise organizations on developing customer and employee engagement strategies. He is also the co-author of Twittfaced, a social media 101 book for business. Jacob authors a Social CRM and Enterprise 2.0 blog.

One response to “An Algorithmic Versus a Heuristic Business Approach (to Customer Engagement)”

  1. 40deuce

    Jacob, this one the points of social media that most people don’t seem to get and I think you’ve hit the nail on the head. People are trying to lay formulas down on to a practice that is semi-organic and uncontrolled.
    You hear a lot of people say that social media should be social, That it should be conversations taking place in real-time amongst people and brands. It shouldn’t seem formulated or robotic. These are the people in the forefront of social media. But then these people have to show proof that these natural and organic conversations are working and they start placing old robotic formulas (such as trying to calculate ROI) onto them.
    There does have to be a way for the two to work together.
    One thing I’ve found is that there is no real set formula to calculate returns on social media for everyone the same way. Every companies approach to social media is going to be different. Therefore, each company will have different goals, meaning different things to measure.
    I’m not sure how exactly it’s going to happen, but someday there will be a way where algorithmic and heuristic play well together in the social space. I think as more people start to learn more about working in the space of social media we’ll see even greater things come out of it.
    In the meantime, there are some things that can consistently be measured across the board. For one, there’s sentiment. Are people saying good things or bad things about you? That’s heuristic, but can have a more algorithmic way to look at it.
    Great post, and I really hope that a great conversation takes place because of it.


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