Brands Struggle to Measure Social Networking Return of Investment

Research experts are stressing the difficulty of assessing how brands are perceived on social media platforms, such as Twitter and Facebook.

Head of Media Futures at Isobar, Dan Calladine, said, "We might get clients wanting to advertise on blogs but they're too small to be measured by ComScore and Nielsen, so we need other ways." He predicted however that by 2012 there could be twice the amount of social media content created and time spent on social media could increase by a third.

Giles Palmer, CEO of Social Media Monitoring firm Brandwatch, added that the majority of the internet is social, with many sites allowing people to upload comments. One newspaper article alone can gather hundreds of comments. Getting hold of clean data sets using queries can be difficult though, citing companies with common-word names such as Egg, Orange and 3.

Amaia Lasa, CEO of social media firm Attentio, said "companies are faced with the challenge of social media but it is also an opportunity."

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