January 25, 2013

Last month Twitter struck an agreement with Nielsen (the TV industry’s #1 research firm) to create a “Nielsen Twitter TV Rating” that will measure the total audience for social TV activity on Twitter. Networks and marketers have been encouraging social media activity around TV shows for a couple of years. But it remains unclear how much benefit social chatter offers for ratings or advertisers.

Twitter has also been getting more serious about TV. Facebook is another social media that has been asking networks and brands to let it help extend the conversation about TV. Startups like Viggle and GetGlue offer their own ways for viewers to check in to shows.

I mention this because I see many small businesses spending a lot of time on building social media connections to their business, but with little proof that it actually generates sales (or profits). If you use social media extensively, one of your 2013 goals should be to try and develop some metrics to measure how it is working for you.

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