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That’s one of the reasons why I tend to think that social media (by which I mean actual conversations and relationship building exercises, not widgets and Facebook fliers) is more aligned with the goals of a PR program than it is with marketing.

If the answer to any of the following questions is true, the tool below might be for you. 1. Have you ever wondered if trade shows are more of a drain on your organization than a benefit? 2. Do you start to sweat when the business leaders in your organization begin asking about the return on trade shows you attend? 3. Are you routinely asked to attend trade shows that you do not believe will add value? 4. Do you have people in your organization that are emotionally charged about attending a show?

Lord Kelvin, inventor of the Kelvin temperature scale, once said, “When you can measure something in numbers, then you know something about it.”