The biggest issue that I’m hearing about regarding Web 2.0 is the lack of metrics. How do you measure, what do you measure, and what tools assist you in defining success? MarketingProfs just conducted a great online virtual trade show called B2B 2.0 Expo. It was very well done — lots of content, the right vendors present, and it seemed to be well attended, judging from the sessions I listened in on.

It’s hard enough just making a case to upper management for budget for blogs, podcasts, wikis etc. They all take time, resources and research. But justifying that time and those resources on an ROI basis is the real challenge. Some of the sources that were referenced for Web 2.0 metrics were Technorati (no surprise), Radian6.com (which is new to me), and a book by K.D. Paine: Measuring Public Relations.  In fact, K.D. has a very cool blog, with much more detail on the ins and outs of measuring Social Media.  I’ll be spending more time reading there, in my frantic attempt to keep up with this subject.