The evolution of social media measurement
By Catherine Arrow
How do we know that we have been successful online? As public relations practitioners, our purpose is to build and sustain the relationships necessary for organisations, communities and individuals to function, or at the very least develop the relationship to such an extent that the organisation is afforded its license to operate...This overview seeks to examine the evolution of online measurement and evaluation and, in particular, provide signposts to some of the systems and approaches now being used to monitor and measure the social media environment.
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