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03.08.10
 By Case ErnstingWe've arrived at the year social media takes off. Clearly, social media is already booming, but in 2010, businesses are embracing this new marketing tactic like never before. Twitter and Facebook aren't just for mindless procrastination anymore. Fortune 500's are signing up for Twitter handles, budgeting thousands of dollars around year-long social media campaigns. But there is still one very important question to answer: What's it all worth? Mainstream Embrace of Twitter In year's past, marketing gurus and branding experts touted Twitter as a revolutionary force in communications. The only problem was a lack of measuring sticks. Social media campaigns of yesteryear lacked the means to measure the all important Return on Investment that CEO's and accountants like to see before they give the green light. In 2010, web-developers have caught up to the industry and have produced a wealth of resources for measuring your social media campaigns. If you are a marketer and you can use these tools to prove the value of your Twitter presence to clients. Twitter Analyzer This tool is offers one of the most comprehensive snapshots of your Twitter account. In one clearly-labeled window, you can gather a bounty of client-impressing information. Some key attributes include:
• A graph displaying the amount of users that clicked on each Tweet sent
• A "Unique Readers" reach total • Percentage of your Tweats that are retweeted • Which links were read the most • How popular your Tweets were on any given day 
This data can be assessed and presented to any client wishing to see the results of a social media campaign. In this sense, you have more access to audience information than with a TV commercial or Radio advertisement. Klout Klout is a valuable resource when it comes to evaluating the essence of your Twitter presence. It is also one of the most respected measurement applications and was recently integrated into CoTweet – one of the internet's most heavily used Twitter assistants. Klout's rating system defines a Twitter user by a number of factors, identifying who the major influencers are on the Twitter-sphere. A score in the 70's or 80's indicate that your campaign is a success and people are listening to your message. Continue reading this article. About the Author: Case Ernsting is a guest blogger for Web Analytics World. He is a Marketing Representative and lead blogger for MetaSpring, LLC, a leading Michigan web design firm in Ann Arbor. MetaSpring works with clients both big and small around the country, specializing in web design, development and web marketing. |
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