Again, writing about corporate blogging, one interesting new tool for businesses among other social media, there is a short (but great) presentation that sums up in a few slides the essential about social media metrics (tracking and measuring impact of campaign through social media).
As a reminder, on the fifth slide, Kelsey Ruger writes the following about PR and social media :
PR in this new era needs to be focused on listening in order to facilitate conversations between companies and their constituents.
I think the « listening » part is crucial as it helps organizations to scan their environment for change and identify potential trends. This is part of a comprehensive and proactive communication strategy… a matter of survival in certain fields !