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 (nytimes.com, cnn.com, 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

2).