Social Media Measurement: It's Not Impossible
Chris MurdoughDigital Analytics at Mullen
A lot of excitement and optimism surround the potential of social media for marketers-after all, that is where attractive audience segments are starting to amass-but just like any marketing medium, measurement is a critical component for success.
Social media measurement is quite immature, just as Web analytics was back in the mid-1990s. It will evolve quickly as marketers attempt different approaches and hold enterprise measurement firms accountable to help make sense of all the activity data generated by social media interactions. In turn, social media can seem very...