Today’s consumers expect more from corporations and institutions in the way of value and quality communications. Consumers have been empowered to conjugate, collaborate, co-create and contribute media to the national dialog about anything, anyone and everything. Suppliers are wrestling to both use and understand this new two way communications channel called social media. Stuck in the mindset of managing tangible things brands are now trying to measure the results of social media’s intangible evidence of value.
The intangible results that social media can achieve are the cause of an effect (result) rather than the effect itself....
These are just a few of the intangible elements being emphasized in the Social Era. These elements are causing a shift from measurement of tangible results to measurement of intangible results. Intangible results are about understanding and measuring intangible capital to effect tangible results....
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There are some really good ideas about monitoring and measuring "intangible results." Well worth reading.