...then in addition to reading Metrica's blog Measurement Matters (for which if we've not yet said it to you, thank you so much!), you also need to be reading Chris Brogan's excellent blog. 

Why?  Well let me showcase what Chris has been talking about in just the last two days.

Today:

In Social Media Decision Tree, Chris addresses the question of whether your company and brand should engage using some of the better known social media techniques - specifically blogs, Twitter, and YouTube.  

In Moving Needles, Chris talks about some of the social media metrics that he is working on for his clients.  Some of his suggested analysis measures include:

Yesterday:

The Righteous Web  - comments on the furor (see here and here) surrounding the rights and wrongs of paying bloggers.  My favourite quote from his post?

"What the social web gives us are tools. How we choose to use these tools is up to us.  Are people trustworthy?  Does a blog decide that?  Are people sell-outs?  Does a blog suggest they are not?  We demonstrate by our actions and by whatever trails we’ve left across the web whether we should be considered trustworthy. We attempt to discern trust and belief in people by how they appear and act in context. We do our homework (some of us). We look beyond the immediate. We observe. Bloggers aren’t journalists. Bloggers are people who use blogging software. There are journalists who blog. There are bloggers who aspire to journalistic standards."

 One Way to Move Content Around - a thoughtful post on a new service called Triond.

"It’s a kind of marketplace for content, where publishers can sell their works for a set price, and where people who need content can buy it."

and Content Marketing Upshifts - Behind the JPG Purchase - commenting on how one of New York's leading camera retailers, Adorama, has effectively purchased 8020 media, publisher of Jpg Magazine.  What we have here is effectively an advertiser purchasing the publication in which it most wants to appear to be exposed to its core target audience.  Or as Chris says:

"This is another move into the land of content marketing. It’s easy: Adorama wants to sell cameras, and JPG is a magazine dedicated to pointing out awesome camera work. It’s a perfect and pretty little marriage. Instead of buying ads in good content projects, buy the content project."

Chris' posts are always short, incisive and highly relevant to people interested in all aspects of social media marketing.  He agrees with Metrica's philosophy on measuring both traditional and social media - that there isn't a magic bullet or a one size fits all approach that can possibly work.  In his words again:

"The point is actually simple. Coming up with a one-size fits all strategy for dragging companies into social media is just goofy. I could give you another 20 yes answers and another 20 no answers for the way people look to use the tools, and the promises that others make.  It’s not all about the conversation. It’s not a matter of whether you get it or don’t. Like all things, it’s finding what works, building from a foundation, measuring progress, and adapting to new situations."

Chris has over 20,000 subscribers to his blog which is no surprise to me. As social media and the ongoing advancement of the internet continue to revolutionise the media and the way that communications and PR professionals work, Chris' blog is one that none of us should miss.  Subscribe to it today, and if you're on Twitter, follow him here.  Finally, if you are on Twitter, (and if you're not, why not?!) I would be delighted to connect with you too.