• by Erik Sass , Staff Writer @eriksass1, December 8, 2011

Search marketers should identify both primary and secondary measurement goals, according to George Popstefanov, founder of PMG, in recognition of the fact that search marketing and social media data are increasingly overlapping and interconnected.  Search marketing results are probably still going to be the primary measurement goal, but search marketers have to be aware of (and competent to measure) impacts of search on social media and vice versa.