Let's make the assumption, says Paul Dunay, in his Buzz Marketing for Technology blog, that you've successfully integrated paid, owned and earned marketing efforts. Now what? Be strategic and smart, Dunay says, by using social data analysis to measure campaign effectiveness. Analysis of social data can provide a different lens through which to evaluate media planning and buying, he notes, providing a competitive advantage in employing different metrics from those everyone else is using. He provides a link to a webinar that details how to infuse a media plan with social data to make smart media decisions.