The ever-evolving sphere of social media continues to be a dynamic organism, as new tools are added and others fall out of favor. This presents an interesting challenge to those interested in monitoring and measurement, as shifting sands are difficult surfaces upon which to build foundations of lasting value.
This report examines the evolution of traditional, mainstream media and social media sources, and determines that the convergence of digital content necessitates removing the current method of assessing the impact of these media forms in separate silos. The report makes the case for a unified approach to monitoring, measuring, and analyzing content.
