NEW YORK: Zócalo Group, a division of Ketchum and Omnicom Group, launched its Digital Footprint Index (DFI) this week, a new social media diagnostic tool. A partnership with DePaul University's Kellstadt Graduate School of Business, the DFI measures the height, width, and depth of a brand's online performance.

"What really makes this important in terms of a message is whether or not people are actually sharing that news and passing it around," said Paul M. Rand, president and CEO of Zócalo ...