In our first segment of what will be at least a four-part GNTV series, Sea World San Antonio explained how they measured the ROI of a social media campaign designed to get roller coaster enthusiasts to try a new ride over a two week end period. What I liked was that this was a simple, straightforward measurement designed to see a monetary return on a hard dollar investment.
But, much of social media's goals is less tangible. A great many programs are designed to get closer to people who influence their markets. But measuring influence is more complex and less tangible than measuring dollars. No one has yet figured out how exactly to do that.
A company that seems closer than most is BuzzLogic, a three-year-old, San Francisco-based company. In this segment, co-founder Todd Parsons explains how his company's software can measure influence by topic at any point in time.
