The issue of how to measure the value of PR activity is contentious at the best of times, with the debate around AVE (advertising value equivalent) raging as fervently today as it did ten or 20 years ago. But a new subject for debate has reared its head, with the rise of social media. Suddenly, the question of measurement becomes far more complicated. But there is no AVE for a Tweet, a Facebook fan page, a mention on a blog or the number of times a video clip has been viewed on YouTube.
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