Read an interesting article I thought I'd share. There is no shortage of posts online on the topic of measuring the effectiveness of social media. I always thought that the true measure of any marketing expenditure was whether it increased sales, profitability or the valuation of the company. Hard to connect a tweet to a market capitalization, but one should always have that goal.
Anyway, this article from Clickz does a pretty good job of explaining the conceptual structure...
"5 Phases of Social Media Measurement"
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