Measurement beyond the buzz


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In addition to SocialEye, there are other measurement tools that are set up to show a link between the use of social channels and the top and bottom lines. For example, market analytics company Cymfony in September introduced a new integration option for accessing social and traditional media metrics. The service, called Cymfony Widgets, enables the deployment of Cymfony Widgets to a corporate portal, employee dashboard and other Web-based applications. In September 2009, SAP Business Analytics launched a social media measurement component that takes both micro and macro approaches to measuring the impact of social media programs, said Vinay Iyer VP-CRM marketing at SAP. Iyer said the service features the SAP Text Analytics Engine, which helps measure the aggregate sentiment (positive, negative or neutral) in regard to content on a particular social channel as well as individual sentiments. Customers can then slice and dice the data as desired to boost lead-gen. “We can segment the customers who are interacting with you through social media and respond with a campaign, message or offer you want to send out,” he said. “If marketer can spot a sentiment in social media, then that information becomes a lead for a particular campaign.”
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