I’ve written before about the importance of defining what it is you are trying to achieve and measure. Sean Williams is my colleague from IPR’s Commission on PR Measurement and Evaluation. He wrote a paper looking at what social media influence means and presented it at the 16th International PR Research Conference in March. This is a link to his IPR post summarizing the paper and providing a link to the paper itself: http://tinyurl.com/co7daev.