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January 23, 2006

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Flemming Madsen

It is possible to measure and monitor WOMMA online.

Stakeholder’s influence on topics, brands and issues can be calculated quite precisely using citation analysis.

This technique has been used for over 30 years in the academic world to measure the influence of journals and universities.

However, the ability to include off-line publications, TV, Radio and PodCasts in the online monitoring will increasingly become available with the steady improvement of automatic transcription.

But already now we can do a lot. When you can monitor the online world you can monitor the offline world if you can establish the relation between offline and online metrics. For lots of topics that relation is straight forward but for others (especially online services) it is not.

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