Couldn't agree more with Chris' summary comment: "2008 will be the breakout year, and we'll see a lot of innovation, benefits and even some mistakes. My advice is to embrace it all."  But, with our PR hats on, we know we need to minimise those mistakes and reap those benefits.  So, let's take our learnings from mainstream media and get it right from the start.  It's a veritable fact that you can't manage what you don't measure.  As we all jump feet first into the heady world of social media, measurement must be at the forefront of our minds.  And if this is to be done properly, it has to start with the question... what are we trying to achieve?  Get that sorted and the rest will be a far less bumpy ride.