This is the handout we created for our "Social Media: Reaching the Connected Customer and End User" session during the Software & Information Industry Association's Ed Tech Business Forum (SIIA ETBF) held in New York on Nov. 30 and Dec. 1, 2009. It contains social media measurement tips, a list of free and fee-based measurement and monitoring tools, lists of recommended viewing and reading, and contact information for the panelists.

1. Social Media:
Reaching the Connected Customer and End User
Helpful Resources
Measurement Tips
 Set
realistic
goals,
within
a
timeline
 Give
examples
of
goals,
timeframes
o Illustrate
what
the
ROI
will
look
like
so
management
can
recognize
success
as
it
happens
 Most
companies
use
2-­‐3
ways
to
track
their
social
media
efforts
 Both
hard
and
soft
measures
are
needed
to
assess
success
 Monitor
your
metrics:
o Google
Analytics,
http://www.google.com/analytics/
o Subscriptions,
such
as:
 YouTube,
http://ww.youtube.com
 SlideShare,
http://www.slideshare.net/
 Vendor-­‐supplied
data
Free Measurement & Monitoring Tools
 Search:
o Twitter
Search,
http://search.twitter.com
o TweetGrid,
http://www.tweetgrid.com
 Analysis
o SocialMention,
http://www.socialmention.com
o Twitalyzer,
http://www.twitalyzer.com
o bit.ly,
http://bit.ly/
o ow.ly,
http://ow.ly/url/shorten-­‐url
Fee-Based Measurement & Monitoring Tools
 Filtrbox,
http://www.filtrbox.net
 Radian6,
http://www.radian6.com
 Evolve24,
http://www.evolve24.com
 Vibemetrix,
http://www.vibemetrix.com
 Brandwatch,
http://www.brandwatch.net
 Nielson
Online,
http://www.nielsen-­‐online.com
 TNS
Cymfony,
http://www.cymfony.com
 MotiveQuest,
http://www.motivequest.com
 Cision,
http://us.cision.com
 PollinateMedia,
http://www.pollinatemedia.com

2.
Recommended Viewing
 “Social
Media
Revolution,”
http://www.youtube.com/watch?v=sIFYPQjYhv8
 “Social
Media
in
Plain
English,”
http://www.google.com/analytics/
 “Social
Networking
in
Plain
English,”
http://www.youtube.com/watch?v=6a_KF7TYKVc
 “EdNET
'09
Twitter
Tutorial,”
http://www.youtube.com/user/CBlohmAssoc
Recommended Online Reading
 “50
Ideas
on
Using
Twitter
for
Business”
by
Chris
Brogan,
http://www.chrisbrogan.com/50-­‐ideas-­‐on-­‐using-­‐twitter-­‐for-­‐business/
 “The
2009
Razorfish
Social
Influence
Marketing
Report,”
http://fluent.razorfish.com/publication/?m=6540&l=1
 “A
Day
With
400
Tweets
Starts
With
Simplicity”
by
Paul
Boutin,
New
York
Times,
http://www.nytimes.com/2009/07/02/technology/personaltech/02basics.html?_r
=2&8cir&emc=cir
 “Social
Network
Marketing
Expands
Sphere,”
eMarketer,
http://www.emarketer.com/Article.aspx?R=1007252
 “Study
Shows
That
Small
Businesses
That
Blog
Get
55%
More
Website
Visitors,”
Hubspot,
http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-­‐Shows-­‐
Small-­‐Businesses-­‐That-­‐Blog-­‐Get-­‐55-­‐More-­‐Website-­‐Visitors.aspx
 “Marketing
on
Social
Networks:
Branding,
Buying
and
Beyond,”
eMarketer,
http://www.emarketer.com/Report.aspx?code=emarketer_2000593
 “2009
Marketing
Industry
Trends
Report,”
Equation
Research,
http://www.mpdailyfix.com/2009/08/marketers_your_data_awaits_our.html
 “Using
Social
Media
to
Build
Community
Support
for
School
Initiatives,”
http://www.slideshare.net/CBlohm
 “Survey
of
K-­‐12
Educators
on
Social
Networking
and
Content-­‐Sharing
Tools,”
http://www.edweb.net/
(free
download)
 "The
National
Research
Survey
on
District
Use
of
Internet
Technologies,"
http://www.lightspeedsystems.com/researchsurvey/
(free
download,
registration
required)
 “Safe
Schools
in
a
Web
2.0
World
2009"
white
paper,
http://www.lightspeedsystems.com/resources/Information-­‐Papers.aspx
(free
download,
registration
required)
 “EdNET
2009
Roundtable
Handout,”
http://www.slideshare.net/CBlohmAssoc
Recommended Books
 “Twitter
Power:
How
to
Dominate
Your
Market
One
Tweet
at
a
Time,”
Joel
Comm,
Ken
Burge
 “Groundswell:
Winning
in
a
World
Transformed
by
Social
Technologies,”
Charlene
Li
and
Josh
Bernoff
(and
anything
else
that
comes
from
the
great
Forrester
analysts)
 “World
Wide
Rave:
Creating
Triggers
that
Get
Millions
of
People
to
Spread
Your
Ideas
and
Share
Your
Stories,”
David
Merman
Scott
 “Here
Comes
Everybody:
The
Power
of
Organizing
Without
Organizations,”
Clay
Shirky
 “Wikinomics:
How
Mass
Collaboration
Changes
Everything,”
Don
Tapscott
Social
Media:
Reaching
the
Connected
Customer
and
End
User,
Page
2
of
3

3.
 “Word
of
Mouth
Marketing:
How
Smart
Companies
Get
People
Talking,”
Andy
Sernovitz
 “The
Long
Tail:
Why
the
Future
of
Business
is
Selling
Less
of
More,”
Chris
Anderson
 “Social
Media
Marketing:
An
Hour
a
Day,”
Dave
Evans
 “Permission
Marketing:
Turning
Strangers
Into
Friends
and
Friends
Into
Customers,”
Seth
Godin
(and
any
Seth
Godin
blog)
 “Grown
Up
Digital:
How
the
Net
Generation
is
Changing
Your
World,”
Dan
Tapscott
(good
for
those
of
us
in
Education)
 “Designing
for
the
Social
Web,”
Joshua
Porter
(and
all
his
blogs!)
 “The
Wisdom
of
Crowds,”
James
Surowiecki
 “Everything
is
Miscellaneous:
The
Power
of
the
New
Digital
Disorder,”
David
Weinberger
Presenters
 Sandy
Fivecoat,
Founder
&
CEO,
WeAreTeachers,
SFivecoat@WeAreTeachers.com,
http://ww.weareteachers.com,
http://twitter.com/sandy5coat
 Robert
Iskander,
Founder
&
CEO,
VIP
Tone,
Inc.,
riskander@viptone.com,
http://www.wetheteachers.com,
http://www.linkedin.com/in/robertiskander
 Lisa
Schmucki,
Founder
&
CEO,
edWeb.net,
lisa@edweb.net,
http://www.edWeb.net,
http://twitter.com/edwebnet
~Charlene
Blohm
(moderator),
President,
C.
Blohm
&
Associates,
Inc.,
charlene@cblohm.com,
http://www.cblohm.com,
http://twitter.com/CharleneBlohm
Social
Media:
Reaching
the
Connected
Customer
and
End
User,
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