Media expert witnesses may opine on mass media, music, television, and social media. In No “R” in Social Media Tom Morse, Media Communications Association Central Carolina Chapter President writes:
Things can get murky when it comes to “soft metrics,” such as measuring views on YouTube, comments on blogs, brand mentions, or tweets. Activity that happens beyond an organization’s website is more difficult to quantify. An agreement on how these will be evaluated is important. Construct strategies that help drive traffic into an environment where you have more sophisticated capabilities to engage and convert online actions into sales. For example, a video posted to YouTube can include a unique URL providing content that supplements the video. Hits to the web page can the tracked and offers for items such as white papers can be converted to sales leads.
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