Search Marketing Sage

There are so many social media applications (or trees in the social media forest), how can you keep on track? Don’t cloud your objectives just to do the next new thing. The next panel, moderated by Jason Heller of Laredo Group, featured Ian Schafer of Deep-Focus, Shiv Singh of Razorfish, Denise Sposato of H&R Block, and Don Steele of MTV Networks Entertainment Group.

The second keynote of the day was from Vipin Mayar of MRM Worldwide who covered “The State of Social Media Metrics”.

Vipin started off with some basics about measurement

1. The first issue is the problem of data abundance. There’s so much data out there, how do you gain value from it?
2. The second issue is that there’s a cornucopia of measurements — make sure they focus on what can create actionable results.

He gave an example of the topic of depression. There was a desire to understand when people are most depressed. Dr. Cliff Arnall did research and found out the based on factors like weather, debt, etc. declared that January 22 was the most depressing day of the year. But new data shows that based on search volume, searches on April 16 were the highest for the year for the term “depression”. So he says “data is the new sexy”, but you have to know how to use it.

The next panel, moderated by Catharine Taylor of MediaPost, was “Choosing a Social Monitoring Tool: How to Find the Right Fit”, featuring Anna Banks of Organic, Inc., John Bell of Ogilvy, Pepper Evans Roukas of American Express, and Heidi Skinner of Critical Mass.

Next up was a panel discussing “Creating an Authentic Brand Dialogue Using Social Media”, presented by Jim Nail of Cymfony and featuring Ro Choy of RockYou, Craig Engler of SCIFI Channel Digital, Michael Sanchez of CafeMom, and Alan Wolk of The Toad Stool.

Image via Wikipedia

Today I’m at OMMA Social in NYC, and I’ll be live blogging the presentations all day. The first presentation today was “The Socialization of CNN: The Presidential Election from YouTube to Facebook Connect”, presented by Andy Mitchell, VP of Digital and Developmental Marketing at CNN Worldwide.