Measuring the Impact of New-Media Tools

This article was originally published in Strategic Communication Management, Volume 11, Issue 3, April/May 2007. Melcrum Publishing Limited, London, UK (2007).

After the initial stage of implementing new-media tools such as blogs and RSS at an organization, the next step is to measure the impact these new tools have had on employee and customer engagement, and of course, the return on investment. Here, Angela Sinickas shares her ideas on how to get around this seemingly abstract task, and advises shifting the focus of measurement from activity to outcomes.