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BizReport : Social Marketing : January 04, 2013

Union Metrics CEO on importance of social measurement

As more businesses hit the online and mobile spaces to connect with consumers, consumers are becoming more blinded to traditional advertising formats. Social platforms have helped to put a 'face' on many brands, but the social space is also crowded. That is where platform Union Metrics comes in; the company helps brands measure their social impact to create better social campaigns.

by Kristina Knight

"Union Metrics creates products to help brands and marketers measure their social media impact," said Hayes Davis, CEO, Union Metrics. "Currently, the company offers two measurement tools -- TweetReach and Union Metrics for Tumblr."

Through the TweetReach tool brands can measure how 'far' a Tweet has traveled. This tells the brand if the message is connecting with and engaging the target audience as well as which following might be influencing the conversation.

Meanwhile, the Tumblr tool if the first such tool built for the Tumblr space and gives social brands the ability to identify which types of content their followers are engaging with, the kinds of topics followers are responding to and how messages are flowing through the space.

"Measurement is a critical part of any social strategy. Today, most companies understand the value in using social to connect with their customers on a human level, but understanding what resonates with their audience is critical in making a social engagement program a success," said Davis. "Union Metrics also allow brands and marketers to identify who is leading the dialogue on Twitter and Tumblr, so that they can engage with them and create brand advocates."

By measuring how consumers are engaging with ads, brands can see where creative is flourishing and where the message is falling flat.

"The best ads have always reached us on an emotional level and we've kind of abandoned that on social networks and other parts of the web. In a couple years, I think we'll look back on the last 10 years of tiny, mostly text-based ads as a bit of an aberration. In 2013, we'll see brands trying to better reach their customers with interesting content combined with resonant visuals. 2012 may have been the year of the GIF, but 2013 will be the year the GIF gets down to business," said Davis.

More from Union Metrics next week, including Hayes' tips on integrating native advertising.

Tags: social marketing, social marketing tips, social metrics, Union Metrics

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