Social media creates both solutions and new challenges for measuring online influence.  Marketers are eager to leverage social media platforms such as Facebook and Twitter, but they are not always knowledgeable about how to measure the influence such efforts actually have on their brand.
Facebook and Twitter have numerical metrics, such as numbers for followers and [...]

Advertisers have long gauged campaign success by metrics like awareness and intent to purchase.  But consumer “buzz” has always been an elusive factor, difficult to pin down.  Fortunately, some ad measurement firms see a future in using social media to calculate how much buzz a campaign generates, allowing marketers and agencies alike to put their [...]