This document discusses the importance of new metrics in social media listening and monitoring. It introduces a Conversation Impact Matrix to analyze a brand's social media presence based on unique sites and unique authors discussing the brand. The size of the bubble in the matrix represents brand visibility. The framework is meant to help marketers understand where their brand is placed and determine an appropriate strategy - whether to educate, entertain, engage, or empower audiences. Developing frameworks like this can provide cumulative insights for clients and enhance social media analysis reports.