With marketers ponying up $6 billion for social campaigns in 2011, social media has clearly outgrown the experimental stage. Of course, there remains the problem of determining whether it is working or not.
In order to determine effectiveness, two firms are launching their own social metrics. DataXu unveiled DX Social its effectiveness tool for Facebook campaigns, designed to gain insights gleaned from DataXu’s display and video ad platforms to Facebook campaigns.
“[Linking performance data from Facebook and display ads allows marketers to] decrease the randomness of throwing money at all of these things that are disconnected,” said Mike Baker, CEO of DataXu.
At the same time, Merkle has launched the social measurement product Merkle Connect. It uses the company’s existing trove of CRM data about a customer set, valuing each Facebook fan, share, and like in order to help marketers decide how to mold their social campaigns.
“Without knowing what to do (with their Facebook pages), most marketers default to a mass media social strategy we call ‘Wall Talk,’ which is throwing something onto their wall and hoping people find it engaging,” says Rich Fleck, vp and general manager of Merkle Connect.