"Show me the money!"

• How do you assess the value without measuring traditionally? -- Participation (if there's participation, people are using it).
• What systems are people using to track usability? -- Webtrends (not able to capture large amounts of data for long periods of time consistently).
• Need to determine if it's valuable enough to add personnel -- One company uses interns, outsourcing, re-allocation of existing jobs (Needs to be looked at up front before rolling out new channels)
• Using new tools to do the same jobs -- able to more with new tools (Job re-assessment; to integrate strategically into exisiting communications process)
• Using social media for marketing? -- MySpace can be used to market externally. Internal blogs can be used for marketing for content on a portal (Motorola). OnMilwaukee.com - talks about areas of expertise to share with readers.  PR write about their fields, create e-Newsletters for prospects to position their people as experts. 
• Keywords on Technorati to search for specific topics for companies.  (Technorati also gives great information, such as authority, which indicates how credible a source is and how many people subscribe/visit.)
• Dove Evolution ad on You Tube = 150% ROI (return on investment) in comparison to 2 minute spot on SuperBowl.
• RSS Feeds can be tracked on certain sites either paid or not paid.