However, identification, development,
and application of metrics to track and evaluate social
media are still in their infancy. Limited availability of
metrics and limited understanding of how to most
effectively measure social media impacts continue to
confound attempts to measure impact. Effective targeting and deployment of social media interventions requires
a solid understanding of whatto measure and howto do
it. Metrics will need to capture the interactivity of Web
2.0 technology as well as behavioral responses to the
new media that are not yet well understood