You pay for print advertising per millimetre, centimetre or page and measure the power of PR by millimetre. So just how do we measure social media? Get me my ruler; I want to measure your social media!

It’s absurd but then again so is the debate between the value of traditional media and social media. I read the news online but I like my ‘chick’ magazines to page through when I’m lounging on the couch. The point I’m trying to make is that I believe both are valuable, but different, mediums of communication.

In order to understand the value of social media, we need to start with the psychology of traditional advertising.

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