Total Quality

In a conversation with a Social Media expert, I learned that those people involved in the Total Quality movement, the drive to make improvements in almost everything, work closely with computers and numerical metrics. His view of Social Media usage included measuring the results of Social Media marketing. I agreed about measuring results and those people I've known working in the quality movement tend to be more technically oriented.
I would submit that any movement to define and improve quality must include the element of human beliefs, actions, interactions and relationships. However, the technological counter might be "You can't measure beliefs".
I once worked on a project to help a company improve the interactions between their front line customer service staff and their customers. One organizational leader said, "We want our CSRs to be nice, but you can't train people to nice and you can't measure nice."
But, of course you can define what "nice" means to your organization, and when "nice" is defined in terms of behavior - how interactions and relationships should be conducted between your staff and your customers - you can then train to those behavior requirements. In fact, we created an entire process for being "nice" and called it the Six steps to excellence in customer service.
Leaders must come to realize that a key leadership responsibility is to purposefully affect the beliefs of the people in their organization and which in turn, influences behaviors. "Nice" can certainly be defined in terms of how we behave, and it can be taught.

Total Quality includes more than adding and subtracting easily quantifiable numbers. Total Quality includes investigating and improving high-value human actions, interactions and relationships.