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You are here: Home / Field Notes / Baking Bread

Baking Bread

August 10, 2018 By Wendy Scherer Leave a Comment

French Bread
Social media listening is little like baking bread. You have a lot of options and your best approach might differ depending on what you’re trying to accomplish.

You could throw some simple ingredients into a bread machine and turn it on. Because, seriously, any hot, fresh bread is good.

If you want to put a little more effort in, you can get a better result most times with a basic recipe like Pam Anderson’s. It’s as simple as it gets and the texture works. You don’t need to plan ahead very much – it’s a same day recipe. It’s good.

If you plan a little, you can start this Sullivan Street recipe the night before. It’s easy and no knead. And it’s beautiful and the crust is amazing. You’ll feel really accomplished.

But if you want the texture and the crumb to make you feel like you’re in a lovely restaurant and to beam with pride, you’re going to need to study and learn from Peter Reinhart and Samuel Fromartz and others. You’ll want to learn about sponges and starters and folding and shaping.

I am not saying that every project needs great depth, experience and care. But some do.

There is a difference.

PS: Always buy good butter.

Filed Under: Field Notes

About Wendy Scherer

Wendy knew from her years as a partner with Bozell Worldwide that there was a great need for knowledge synthesis and business research that was more than a mere information dump. To address the market need for finding and digesting complex business research, she founded Scherer Cybrarian in 1995. The business grew and expanded over the years to include primary research, GIS, news aggregation and monitoring, and much more. But what she loved the most was the emerging world of social media research. (Don’t laugh. Everyone should love their work as much as Wendy does!) As this segment grew, it became apparent that this specialty could stand on its own to grow and change with the times. And so, The Social Studies Group was born in 2009.

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