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Hey Valeria,

Excellent advice. I especially love that you've reminded people to measure the investment vs. the outcome.

Of course, it's always worthwhile to consider how sometimes Contact A doesn't do X but convinces Contact B and or Contact C to take action. Everything gets muddled the further out we travel.

For my own efforts, my work in social media is largely unmeasured unless I'm conducting different experiments. For my clients, it's primary a combination of benchmarking and traceable outcomes. You really need both.

For example, if we assist with a blog and the blog drives someone to a Web site where a transaction occurs a month from now, it can be difficult to trace that path. So benchmarking to some of the great points you provided helps demonstrate a big picture perspective.

Best,
Rich

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