ImpactWatch Blog

• Defining Social Media ROI once and for all, and understanding the action-reactive-return narrative – The Brand Builder

Marketing professionals need to understand this: If the investment (the “I”) is $$$, then the return also has to be $$$. It can’t be eyeballs or impressions or clickthroughs. You have to tie your results to a $ amount. Anything short of that, and you’re not proving your value to your boss or client.

• How FriendFeed Could Become the Ultimate Social Media Tracking Service – ReadWriteWeb

Will FriendFeed take these steps though? That depends on whether it continues its Quixotic quest to capture more everyday consumer users for a cross-network, real-time conversation aggregator (!) or finds audiences that appreciate its value and starts building out features that they will pay for.

• “Free” Problems and Social Media Forensics using Radian6 and Blogpulse – Web Metrics Guru

I would try using Radian6 to find out if  Chris Anderson and/or his publisher, somehow, fomented  controversy, starting close to June 24th, around “Free” in order to  sell more copies of his book.

• Forget Social Media ROI, What About Marketing Accountability? – Jacob Morgan

There has been a lot of much needed discussion around social media ROI but I think this is just a small topic in the overall world of marketing accountability.

• 3+ Ways to Measure the Impact of Social Media on Search – Social Media Today

In this post, we’ll focus on how to measure the impact of Twitter, which reached about 22 million people in May.

• The next big thing in social media: Sentiment Analysis – STKI

In my opinion, organizations now starting to take advantage of the powerful content hidden in social networks will not only get a better “feel” their market in order to protect their brand images, but if applied with correct use, these tools can also help organizations take advantage of these conversations for the purpose of promoting customer centric innovation.

• 5 Steps for Successful Social Media Damage Control – Mashable

In the end, the issue is less about the mistake that was made, but the reaction that came after. So, here are some tips to follow if you find yourself in a damage control mode.

• Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics – Microsoft Advertising Blog

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories.

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Tools List/Reviews

• 6 Great Social Media Monitoring Tools – Blue Falcon Marketing

• 25 Social Media Monitoring Companies You Want to Know About – Ben Barren

• 3 Powerful Free Apps to Monitor Your Small Business in Social Media – StartupNation

• Twenty Free Buzz Monitoring Tools (Part 1/2) – Culture-Buzz.com

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Conferences and slides:

• New Strategies Require New Measurements – Helge Tennø

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See Last Week’s Top Posts

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Photo courtesy of Princess Theatre.

Tags: damage control, marketing accountability, Media Metrics, media monitoring tools, sentiment analysis, social media forensics, social media monitoring, Social Media ROI, social media tracking

This entry was posted on Friday, July 10th, 2009 at 12:24 pm and is filed under Media Measurement, Media Monitoring, Resources. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.