“And we’re finding out that when talking about impact, for many categories, WOM is far ahead of what’s in second place. Proxies for WOM, e.g., mentions in blogs, bulletin boards, and e-mails, are now routinely measured and, in some cases, supplemented with more traditional tracking approaches such as interviews and diaries.”
Interesting article from Media Post by Charlie Rutman tacking the concept of measurement in social media. He’s looking at this from an advertising background and the advertising industry has always been much better at measurement than PR has, so I’m inclined to listen. Also, this article was pointed out by Katie Paine. She knows more about measurement of PR programs than just about anyone else, and if she thinks it makes sense, I’m already halfway there.