Measurement is such a tricky thing. Whether you’re trying to brew your morning coffee or analyze a full-scale marketing program, there are more ways to do it wrong than to do it right. But don’t let that scare you away from measurement.

I’ve read lots of commentary the last few years parsing out the differences between audiences and communities. It’s an important distinction for those of us in marketing, and we need to have absolute clarity on the issue to be effective with our strategic plans.

We recently had the pleasure of speaking to a group of up and coming social enterprises who are on the verge of graduating from an accelerator program in Nashville. As part of a panel discussing how social businesses can develop a unique selling proposition, we shared our thoughts on winning strategies for positioning a socially conscious brand in today’s marketplace.

Storytelling is a powerful way to share your brand, spread your messages and achieve your objectives. Unfortunately, telling an effective story is a tall order. Storytelling is both art and science. It requires commitment and effort. And it’s really easy to get it wrong.