comScore Debuts Social Media ROI Tool

Online audience metrics firm comScore has launched a new social media measurement platform called 'Social Essentials', offering brands help in quantifying social media brand impressions and integrating them into measurement of the marketing mix.

At present, Social Essentials offers global reporting and analysis of audiences exposed to brand messages over Facebook, with future releases scheduled to cover Twitter and other social media channels.

Features include the ability to track the number of fans and friends of fans - including analysis of their demographic composition - reached with paid, earned and owned social media brand impressions, along with the total number of brand exposures. The service will also compute traditional media planning metrics such as reach, frequency and GRPs for social media brand impressions.

The service monitors the online behavior and brand engagement of these fans and friends, and also provides competitive intelligence on other brands' social media audiences.

Linda Boland Abraham, comScore CMO and EVP of Global Product Development comments: 'comScore Social Essentials quantifies paid, earned and owned social media brand impressions so that brands can measure the audiences being reached and evaluate their attributes and resulting behaviors. It also enables brands to calculate social media reach, frequency and GRPs so they have the metrics they need to incorporate social media impressions into the marketing mix, and ultimately determine their social media ROI.'

Web site: www.comscore.com .