David Armano of Critical Mass, author of an excellent blog on social media – what he calls micro interactions – gives us his perspective in a podcast interview (10 mins) on ways to measure in social media, and how to judge ROI. (P.S. Because I couldn’t figure out how to work the CallBurner software the conversation ends with a namecheck for French philosopher Jean-Francois Lyotard – coiner of the term Continue reading →

To get a better understanding of what constitutes best practice in social media measurement and evaluation, we thought the simplest thing to do was to “eat our own dog food” and use our own social media measurement tools to determine who had influence on the topic of “social media measurement” and then look in detail at what they had to say. We wanted to know who owned the consensus around Continue reading →

Well, here is a concrete example of the return on investment from monitoring and responding to social media. Last year our client Cadbury relaunched the Wispa bar in response to a campaign for its reintroduction, advised by us. Their UK sales are up 11% over the quarter, global sales up 6%.

The huge success of Tina Fey’s Saturday Night Live parodies of Sarah Palin (see above) has pointed up something the TV networks increasingly see as a great new opportunity. Great TV is finding a big part of its audience online. Fey’s hilarious (and kind of affectionate) Palin impersonation in the VP debate parody has received 5m views online in the 48 hours after broadcast according to the New York Daily Continue reading →

How do you build brands post-Google? As the recession begins to bite, brands are finding that getting through to customers is tougher than ever. Offline advertising is showing diminishing returns. McKinsey predicts that by 2010, traditional television advertising will be one-third as effective as it was in 1990. This is partly because online media is growing at the expense of offline. A UK survey by Media Week showed that time Continue reading →