Measuring the Social Web
By Catherine Arrow
The need to develop measurement standards for the social media environment has been apparent for many years, yet public relations practitioners have been slow to move beyond boundaries of 'hits' and 'search results'...This paper seeks to suggest an approach to evaluating online activity and engagement as part of - not separate from - total evaluation of campaigns, programmes and public relations function, which is, of course, concerned with building and sustaining the relationships necessary for an organisaiton to function.
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