McKinsey to Squeeze the Azure Chip Consultants in Social Media
June 14, 2010
The azure chip crowd is going to have to up their game. I read “Nielsen Partners with McKinsey to Create Social Media Consultancy” and chuckled. The blue chip firms don’t twitch and jump. Their business is predicated on 80 percent plus repeat business from Fortune 500 firms. The new work comes from the churn and drama of business activities. The azure chip crowd usually lacks the luxury of the blue chip firms’ momentum.
Social media intelligence is one of those odd little markets which overlap traditional competitive analysis, the whizzy new “voice of the customer” baloney, and the Google-like “big data” approach to decision making.
According to the write up:
Research firm Nielsen has partnered its social monitoring service BuzzMetrics with management consultancy McKinsey to form NM Incite, a social media consultancy…In January, Nielsen announced it would extend its partnership with Facebook to measure the impact of online branding ads on Facebook.
What happened to comScore and other firms with a “core competency” in social media metrics? McKinsey has chosen its partner for the first dance in the social media waltz. What will the azure chip crowd do? Probably launch a Twitter campaign and cook up more white papers. The big money jobs will now be more exciting for the azure chip folks. Just my opinion. Ah, don’t know what makes the blue chip consulting firms different? There’s a useful data point, gentle reader. Some tips are here.
Stephen E Arnold, June 14, 2010
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