Great conversation about measuring results of PR and Social Media

While this is an interesting article, the comments below are where it gets really facinating.

Don't forget to read the Forbes article which is mentioned multiple times.

Personally I believe that we should always track results and develop measurement over time. Always begin with clear objectives so it is possible to determine as much as possible a ROI.

I have found that if there are multiple campaigns and PR efforts running all at the same time then tracking the results of each effort individually may not be possible but sometimes proxy counts can be used instead. For example, number of website hits, number of leads, amount of sales, etc. Basically what happened with these numbers before, during and after the campaigns.

Yes we should use proper terminology and I do agree that ROI means return on money spent.