Evaluating the effects of online public relations is a hot topic. There are all manner of ideas. People suggest ways that include Return on Investment, measurement of outputs, out-takes and outcomes and much more.
None seem to have a ring of truth. Its a pretty hard thing to do when everything from a blog post to twitter tweet to a mainstream news item can result from something as simple and a wiki contribution.
I have put some thought to it in a five minute lecture.
The lecture URL is: http://www.archive.org/details/5Minute-evaluation1
Here it is again because I am trying to make streampad work (so you can download the script and embed it yourself as well).
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