"Help businesses harness the full potential of social media intelligence and focus on measuring the impact social media has on businesses". I seem to have heard this many, many, many, many times. The simple truth is that a combination of content creativity, PR insight, solid strategy and an understanding of how businesses work is rare. I don't see how a combination of a measurement and consultancy company can provide this. Measurement companies lack the strategic insight and execution; consultancies lack the creativity. What I think is right about this partnership is that, as Stuart says, they'll be able to take on the 'fluffy' PR people. What's wrong is that they won't understand communication. Statistics is not communication, and consultancy is not creativity. Nonetheless I await the outcome with interest.