According to a recent report issued by the Society for New Communications Research, marketers are beginning to embrace social marketing.
The report explained that while standard metrics for online marketing, such as search engine ranking and web traffic, are still useful in evaluating social media, the most important and useful metric is simple awareness and engagement of users.
Specifically, blogs and online media were cited by marketers as more effective to younger (18-25) audiences. As far as blogs and podcasts, some important points in determining how to become influential included frequency of posting, page visits and site meter rankings.
Source: “Social Marketing Makes Marketers Warm and Fuzzy,” Marisa Peacock, CMSWire