"People don't read entire articles anymore" was a statement that stood out for me in a post titled Social Media Measurement, Part 2: What I Really, Really Want, by Mark Story, a part-time, adjunct professor at Georgetown University, Director of New Media at the SEC in Washington, D.C, writing in Media Bullseye. It's not new, but is it not becoming the norm in our continuous partial attention mode?  Aren't we increasingly leaning toward bite-sized pieces of information- fuelled by twitter and Facebook status updates that condenses news into 140 characters? The one minute update on the news, the horizontally scrolling newsfeed. We all like the executive summary- and for some people this is all they want- or can manage.

Mark Story says: "I have often wondered why more organizations don't use this golden statistic of messages communicated" and points out why positioning is vitally important & Chip Griffin in his comment to the post highlights context as another important factor. It's easier to present impressions, page views, visitors and many other simple metrics- and sometimes the numbers impress. Sadly, most organizations don't put the resources behind effective measurement- and are content to continue with "crappy measurement".