John: Thanks for the comment (and also the follow on Twitter). I use Twitter as a social tool, too. Most people do. But in the process of talking to people, we invariably share experiences we have with the companies and brands we interact with, even if we don’t realize we’re doing that.

And I agree with you, I don’t necessarily think that unmeasurable things are not valuable. But analytics being a measurement-driven community, folks tend to want to know how something’s going to get measured.

While I have to admit I’m more interested in Twitter as a personal social tool, I can easily see how it could be used well for businesses. JetBlue is a popular example of a business using Twitter and being received well by the community.

I should also say that I cringed just a bit at the suggestion that something might not be valuable just because it is not directly measurable. Perhaps I have not been in web analytics long enough.

John

Make that “pbbbbbthhhh” sound your kids make from time to time.

E.