Online PR Evaluation – do we need new models?
March 25, 2007 at 7:54 pm Leave a comment
An interesting post here from Tom Watson on his new blog Dummyspit. Tom poses the question – do we need new models of measurement for the emerging social media? I certainly believe we do as I’ve written about previously.
As Tom points out, most current measurement proposed is based on “message distribution” and is an adaptation of what has been proposed for many decades in classic media measurement – an “output” measurement.
Tom goes further and proposes that “out-takes” – the audience reaction to and processing of messages – may be the most appropriate measure of effectiveness. Food for thought..
Glenn
Entry filed under: PR evaluation, Social media monitoring.
intelligent measurement 
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