My point of view is that new media has engendered new platforms to measure the media, and this has led to a fragmentation of Analytics platforms, with their own readouts, that has made it next to impossible to agree on or maintain meaningful outputs.
I also put forward a different idea – that many organizations and key stakeholders need to step up to the plate and try to be the right client for this work, rather than the other way around (asking the vendors to morph their platform readouts to suit client needs, which has a hard time working out)....
[Detailed, useful social media analytics presentation shared by Marshall Sponder - JD]