About Aparna Mukherjee
Aparna Mukherjee (@aparnamuk)
A digital journalist and editor, Aparna develops and engages new audiences across platforms for some of the world's most influential media companies, as well as education and Fortune 100 companies, focusing on content strategy and enterprise social media adoption. Her experiences include creating the Bloomberg Terminal's first VOD interview program; launching The New York Times Knowledge Network, a course management system and online community; producing and moderating the first Livestream with an Ivy League president; relaunching a major Wall Street firm's online and mobile alumni network, and serving as editorial director of the agency acquired by Avenue A to become Razorfish's Philadelphia office.
Aparna has reported for The Associated Press, Business Week, and Bloomberg Markets, and contributes to the Wall Street Journal and CNBC, where she served as the business network's first global business development and M&A manager. A Bryn Mawr alumna, Luce Scholar, and Knight-Bagehot Fellow in Economics and Business Journalism, she holds a dual MA and MBA from Columbia University, where she leads executive MBA master classes on digital strategy and technology projects. She's co-written and updated books ranging from a Fodor's travel guide to South China to Wiley's first Internet advertising textbook.
About Measuring the Impact of Social in a Multichannel World - Panel Discussion
Social Media is the glue between the digital world and the real world. Whether its people talking with friends about the brands they love or hate, or posting about real experiences as they happen, its a crucial conduit between what people actually do and how they then interact in the digital space. OK so far. However the challenge for brands is how to accurately measure this interaction and generate actionable insight. Gone are the days when 'likes' alone are considered a reasonable measure of commercial success, but what is the future measurement landscape going to look like and how can brands start making the right choices. Our panelists of experts will shed insight on their experience/approach and answer your questions in what is likely to be one of the more engaging panel sessions of the day.