I chuckled at your analysis of the name because I tell that exact same story about the name but only after disclosing that it is not the real story behind the name.

You got me thinking with this post. While our product was designed for communications professionals (PR, Corporate Marketing, etc.), I can see your point on its applicability in the web metrics group. As you think about this, I’d love to hear more of your thoughts on how to apply this to web metrics (and what other capabilities you think might be needed). In that context, I completely understand your point about measuring the conversational dynamics around specific Brand Sites in the influence model. This is a good idea and not to difficult as we already ingest all the data.

From a web metrics perspective, would it be interesting to be able to measure the volume of referred traffic to a branded site segmented by the conversation (or topic) of the originating content? It might help provide a better understanding of which topics are driving the most interest. This would be hard to get at with web analytics alone or social media measurement alone, but the combined tools could do it. Just curious.