As a delegate for the PRSA-NCC chapter, I had the opportunity to attend the 2011 PRSA Leadership Assembly. We broke up into small groups to talk about current topics in the public relations profession.
The is consensus that it is important for PR professionals to measure their work and provide clear evidence of impact and results. Less clear was how to do that with social media.
Here is a terrific article that summarizes where we are to date: The State of Setting Social Media Measurement Standards – The Measurement Standard: Blog Edition.
I do wonder what we need to do to make progress on this important issue?