How a scholar's work is viewed by colleagues via subsequent citation represents only part of its impact. An intriguing addition to the measure of a scholar's work can be tracked as it is mentioned in the news, blogs, tweets, posts, or policy. There is a societal impact and for now it's been dubbed "alternative metrics." In addition, online social networks of scholars (such as Mendeley) can track important exchanges of information. For now, the metrics from online social networks are also considered to be alternative metrics. These metrics are focused on the article level regardless of publishing venue.