For Interactive Marketing Professionals (Length: 14 pages)

Executive Summary (This is a document excerpt)

Given the skepticism that comes with social applications, you'll need metrics to prove their worth, especially with economic conditions deteriorating. Unfortunately, many interactive marketers we surveyed were still using metrics like unique visitors and page views rather than the metrics that matter, like sales, leads, or increases in awareness. But we also found innovative measurement techniques, like the Facebook campaign that counted how many women were willing to make a statement online about cervical cancer and the marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews. To succeed with measuring social applications, flex metrics to match evolving applications, build in hooks and tracking, and tap your vendors' and agencies' experience to avoid pitfalls.

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