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The 4 Ms of social media: monitoring, measurement, management & metrics

Here’s a framework for marketers confused about the differences between the plethora social media ‘solutions’ out there, just published on my work blog.

Solution What they do Who needs it Who provides it
Monitoring Watch and track mentions of an organization, brands, products and people – and those of competitors Any company that cares about what is being said about them on social networks Vendors include Radian6, Sprout Social, Trackur and Visible Technologies
Measurement Measure social media engagement data Organizations that want to capture, measure and interpret social media activity Solutions include Adobe SocialAnalytics, IBM Coremetrics Social Analytics and Webtrends Social
Management Help companies manage and maintain their social media accounts Companies with multiple brand/market accountsThose in highly regulated industries Vendors include Buddy Media, CoTweet and HootSuite
Metrics Provide standards and KPIs for social media measurement Any organization that measures or needs to measure its social media performance Formal metrics include the Online Promoter Score, PRINT™ Index and the Social Business Index

I made some observations about the relevance of each of these on the original post over here.