Measuring social media marketing – ComScore and Buddy Media launch Partnership

08/12/2011

Many marketers have been deeply frustrated when it comes to measuring social media marketing in terms of audience reach and engagement. That’s why Facebook fanpage software provider Buddy Media teaming up with audience giant ComScore could become a new chapter in social media marketing measurement. If you’re looking for an online unduplicated reach figure, then maybe they’ll figure this out…

The move will let clients quantify the impact of their ‘earned media’ (rather than advertising) using social media metrics, such as reach/frequency, demographics, online behavior and benchmarking of competitive brands in the social landscape.

As part of the partnership, the companies have agreed to integrate comScore data into the Buddy Media product suite and workflow to foster social marketing optimization and performance measurement.

“Brands and agencies understand the importance of social media marketing, but often cite the need for the right tools to implement their strategies and the right metrics to evaluate their effectiveness. They have largely been designing their social marketing programs on faith, without the appropriate feedback loop to ensure their strategies are maximizing returns,” said Linda Abraham, CMO and EVP at comScore. “comScore is excited to join forces with Buddy Media to help brands gain the insights needed to design and improve their programs to deliver the greatest social marketing ROI.”

“Providing the best social insights and analytics for our more than 600 brand and agency customers has always been a core focus for Buddy Media,” said Michael Lazerow, CEO of Buddy Media. “We have innovated in social analytics organically, via acquisition and via partnership. Our partnership with comScore, the industry leader, enables us to provide an offering unlike anything else on the market. Buddy Media clients will continue to receive our analytics in the social marketing suite for free, but now have the option to purchase a premium product that integrates comScore’s best of breed web-wide measurement service.”

http://www.buddymedia.com

www.comscore.com/companyinfo

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