Since we treat people like an audience, not just a consumer, it changes the way we think about how to create ideas for our brands. But at the same time it must also change the way we think about measuring these ideas — particularly with the growing significance of social media. Audiences are not just exposed to marketing messages. They react, reject, discuss, share, contribute, create — a ripple effect of responses that conventional models for measuring advertising effectiveness tend to ignore. To truly measure the impact of our ideas, we need to shift from campaign metrics to customer motivations, or what we like to call “audience currencies.” When an idea is passed along, it means people cared enough to pay attention. When an idea is spoofed on YouTube, it means audiences were compelled enough to act. When an idea is blogged about, it means audiences recognize a point of view. So start measuring what matters.

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