Back to work: Measuring Social Chatter

The holidays are over when dead fur trees lie down on the curb and colored lights go dark.  These signs tell us it's time to get back to work.  President's day is coming, enough domesticity, so let's turn our minds to measuring social chatter. 

In the old days, PR and Ad people used to have access to readership data collected by the publications to define their "product".  Today it often feels like we're flying blind.  Sure, we have Google analytics, but that only measure one game.  With YELP, twitter and all the other social media out there, how does a rational ad guy keep track of who is reading what?  Good question.  Ad Week suggests tracking Social Chatter.  Seems like a good idea.  But does it work?  Let me know.