"James Clark discusses how most PR firms lack the technical skills to capture traffic generated from main stream media exposure. The Placement Crash looks at the spike in web traffic generated from offline news stories and missed opportunities for online visitor conversions."
"Lauren Wood provides a straightforward explanation of what they are, describes how they compare with content management systems, and reports on some telling examples of how blogs and wikis are currently being successfully used in enterprises."
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These are the root causes of most online word-of-mouth phenomena. However, each leaves a digital trail behind it for an enterprising public relations or marketing person to follow, according to Blackshaw. "CGM can be a very powerful means of auditing your entire marketing mix, because it's entirely measurable," he said, noting that CGM requires vigilance on the part of PR agencies and marketers.