To paraphrase Ken Kesey, in today’s media environment, the inmates are now in charge of the asylum. Thanks to advances in technology that have made it incredibly easy and virtually free to create content, both consumers and the media and everyone in between are creating content at unprecedented rates that is turning both the communications and PR measurement world upside down.

The Internet has brought about a revolution in marketing far beyond the scope that even the most forward-thinking of us might have imagined. Today, despite the best efforts of PR and marketing types, consumers continue to seize power from the marketers. Mitch Kapor has described the Internet as the “ultimate democratic society – a truly chaotic universe.” As “The Cluetrain Manifesto” (Locke, Levine, Searls, Weinberger) and “Naked Conversations” (Scoble, Israel), so clearly point out, the consumers are the media, the editors and the reviewers. They are in control and they’re going to let you know what they think by changing their behavior. More and more people, be they journalists, pundits, experts or ordinary gadflies, are taking to the Internet to put forward their views to anyone who will listen and many are now wielding considerable influence over what consumers buy, think and do.

Download Full Paper (PDF): How_to_Measure_Blogs

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Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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