Social Media Marketing at SeaWorld They put up a WordPress blog and uploaded raw content to Flickr and YouTube. They then worked the online communities focused on roller coasters to get the word out. This article is based on a video podcast by Shel Israel of FastCompany.tv. On one of the panels at WordCamp, we were asked a question that roughly translated to the same one that Shel is trying to get answers for. “How do you measure a conversation?” SeaWorld simply put together a blog and some pictures and videos using tools that are feely available, to generate buzz and conversation amongst ethusiasts they might have normally overlooked. The question in my mind is not how we measure but what we measure as the outcome of a social media marketing strategy and how we know that it is time to measure a particular set of results.