Social Media Measurement Lags Behind in Rising Tracking Trend

Social media may have already made its way into mainstream communications but, according to the results of the PR News/BurrellesLuce Media Measurement and

Analysis Survey, it hasn't broken through the measurement front--yet. The survey, which polled more than 600 communications professionals, revealed that nearly 30% of pros spend

the most time measuring online media, but only in the context of traditional media outlets' online versions (,, etc.). As far as actual digital channels go,

only 6.6% of respondents measure coverage on blogs, and even fewer--4%--incorporate social media into measurement and analysis efforts (for the full survey results, see page