"New" is used loosely above. Social media have always been around - technology just amplified it by empowering people to connect and communicate with each other more effectively.
With this "new" trend came problems for marketeers: "How do we use them?"
Some have jumped on the bandwagon by creating Twitter accounts and Facebook pages and Groupon promos, measuring retweets, reblogs, and "likes".
But these metrics are just skimming off the surface, really.
There is more to The Social than these metrics.
Jeremy Owyang of Altimeter and John Lovett of WebAnalyticsDemystified shared this presentation which I thought was an excellent start towards creating an integrated approach to measuring the effects of The Social on brands' and their businesses.
Oh - and just for the fun of it, let me state that "digital" doesn't mean "search-strategies" only anymore. ":D