Guy Hagen has recently authored a White Paper for the Florida Public Relations Association (FPRA), which will be released to FPRA members during the first quarter of 2008. The White Paper is entitled “Social Media: New Analytics for a New Century”, and provides an overview of the types of measurement information relevant to strategic public relations that can be obtained through social media sources.

Abstract: Research has always been a hallmark of public relations. Analytical methodologies such as surveys, focus groups, individual depth interviews (IDIs), and secondary research are taught in every university public relations curriculum for their value in targeting PR activities, measuring public opinion, evaluating brands, and managing reputations. Traditional research methods have not been replaced, but the advent of social media and advances in research and computing technology are creating new tools and techniques that today’s PR professionals cannot afford to ignore.