The old rules of marketing measurement used two metrics that don't matter for spreading ideas, especially online:

1. We measured "leads"—how many business cards we collected; how many people called the toll free number; how many people stopped at the tradeshow booth; and how many people filled out a form on our Web site, providing their email address and other personal information.
2. We measured "press clips"—the number of times our company and its products were mentioned in mainstream media like magazines, newspapers, radio, and television.

David Meerman Scott says that these ways of measurement actually cause marketers to do the wrong things. It hinders success and often leads to failure. Join him in this 90-minute online seminar to learn the most important NEW new rule of marketing and PR.

For your ideas to spread and rise to the status of a World Wide Rave, you've got to give up control. Make your information on the Web totally free for people to access, with absolutely no virtual strings attached: no electronic gates, no registration requirements, and no email address checking necessary. You need to think in terms of spreading ideas, not generating leads. A World Wide Rave gets the word out to thousands or even millions of potential customers. But only if you make your information easy to find and consume.

Told with many case studies and real-world examples, this a practical discussion about the NEW New reality of PR and marketing.