OMMA Metrics: Are the tools that we have for measuring Social Media adequate?

The resounding answer was "NO!!" at this afternoon's panel discussion on "The Social Media Measurement Quagmire Continues..."

Shiv Singh from Razorfish describes the core challenges as follows:
- Access to data (whether it be because of infrastructure or platform)
- Change in the digital (specifically social media) space is happening so fast that the investments in developing measurement tools are slow (slow to commit)
- Shortcomings on everyone's end in terms of too many people trying to apply traditional metrics/measurements to the online and social media space.

The bottom line is that not all users are equal, and the current tools are user agnostic - in other words, the tools treat all users equally. And we all know they are not.

So what to do? Until there are standards for online metrics, a hybrid approach of automated and human measurement systems is critical to and the key to success.