Followers, Fans, Free Tools,
Earned Media, Engagement
Social Media and the Attempt to
Capture the Opportunity
June 17, 2010
Social Media is New Media
Who are your customers now?
Who will your customers be in one year, two years, three
Are they the same?
How do we size the opportunity now?
What tools can we use to...
Measure. Measure. Measure....
....and New Media is about Lear
earning, so don't forget to Learn.
Free Tools that we can Use to Learn
Going Beyond Measuring...
Facebook Likes, Posts, Comments - Vitrue Social Page
Twitter Followers and Tweets - tweetreach.com
SM Referrals - Alexa
YouTube Views, Blog mentions, etc. - Social Mention
Vitrue Social Page Evaluator
Alexa - Clickstream information
Lessons to Date
Learn what the tools do. What they can and cannot measure.
Engagement Counts. Especially if it is engagement with your
customer or your future customer.
Social media tools are free.
Social media engagement and learning are not free.
Invest in both.
Make your team accountable for both.
Resources for More Learning in SM
• Facebook, Nielsen Try To Put A Value On ‘Earned’ Media
• Understanding the Value of a Social Media Impression - A
Nielsen and Facebook Joint Study (nielson.com)
Engage. Share what you learn. Stay in touch:
Danielle Gustafson Bio
Danielle Gustafson is an e-business strategist with more than 14 years
experience in US and international financial services markets,
creating and evolving e-business strategy, user experiences and
digital campaigns in multiple languages. In 1996 she launched the
New York Stock Exchange’s first public web site, and went on to
shape the Exchange’s e-business strategy through its transition from
not-for profit to publicly traded com
ompany in 2006, and its merger with
Euronext in 2007, when she became managing director of global
websites. Since January 2010, she has been working with a diverse
group of organizations such as YWCA
YWCA-NY, NYU ITP, Altruista Health
and social media start-up, dotbox.