A Conundrum: Don’t Delay Getting a Tool, But a Proper Purchase Takes Time

Crisis pros know it’s important to have the right tools in their arsenal. A platform that can monitor traditional and social media is one of them. Having  such data before, during and after a crisis can be invaluable to crisis pros.    

Do Your Homework, speed kills

What came first—the chicken or the egg? If you’re asking, what came first—the data or a crisis—better put your eggs in the data basket. If you are waiting for a crisis before choosing a measurement platform, you are already too late.

On the other hand, it’s best not to rush into purchasing a tool, several measurement experts say. There’s much to consider before investing.

For example, one thing to consider is how long it will take to get a tool set up.    

“Tools are marketed as you can flip a switch [and you’re ready to go]. It’s just not true,” says Mark Weiner, chief insights officer at Cognito.


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