The Ugly Truth About Social Media Marketing Measurement

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For the past two years, I have spent a significant amount of time engaged in all aspects of social media marketing. Initially creating and optimizing profiles to evaluate the impact on organic search results, reputation management, and some self-promotional purposes, I then expanded my research to include other forms of social media, including bookmarking, file sharing, forums, micro-blogging, and virtual worlds. Most recently, I served as a committee member of the Online Marketing Summit (OMS) Social Media Marketing (SMM) Council, tasked with developing best practices for SMM strategy, tactics, and measurement. While not as active with the Council today, I would like to share some of my thoughts regarding the world of SMM monitoring and measurement.

Social Media Monitoring and Measurement

Social media marketing may still be in its infancy, but the art is quickly becoming a science. Now that Google OneBox (aka Universal Search) is prevalent in targeted search results, marketers can no longer ignore the impact of social media. Social networks are ideal for personal brand-building and proactive online reputation management (ORM).

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