What is the capital of Tajikistan?
Is there life on Mars?
Who will win the 2013 World Series?
All knowledge falls into one of three categories: the known, the knowable, and the unknown.
- Known: The capital of Tajikistan is Dushanbe.
- Knowable: NASA's Curiosity rover is currently running tests on Mars to determine if life exists.
- Unknown: While current odds favor the Angels, Tigers, and Dodgers, no one knows who will ultimately win baseball's Fall Classic.
Now, think about measuring business results in social media.