Sysomos “Audience”: A New Tool to Measure Social Media ROI

Every time there is a new tool in the market to justify the Social Media ROI needs of a brand, a lot of analysis supports the whole conundrum. But none of the tools that I have seen in the market were as promising as the “Audience” by Sysomos. The very reason I say Audience has a lot of potential in itself is that it actually measures and shows what your potential customers are doing and their value to the company online.

Audience is aimed at digital marketers, community managers and sales professionals who want to learn more about their potential customers and their value. Audience fills the significant gap between Web analytics services, which provide information about what is happening on your Web site, and social media monitoring services that track who is talking about your company or brand. “We believe Audience will revolutionize the way that key stakeholders understand the online ecosystem around their brands,” said Nick Koudas, Sysomos’ chief executive and co-founder.

Using Audience:

• Sales managers can identify and follow up on the most valuable leads. With Audience prospective customers and media sources are scored (using a virtual currency figure or dollar value) so their potential value can be understood and outreach can be prioritized.
• Community managers can focus on the most important relationships. Audience associates each blog and social site within the ecosystem with detailed statistics about its impact based on business objectives.
• Marketing managers can see how their campaigns are performing and the new leads being generated. As a result, they can finally measure ROI and attribute value to their social marketing campaigns.

Audience is currently in beta, and Sysomos will be working with a small group of companies to integrate new features and improvements. Audience is expected to be available to customers by the third-quarter of 2010. Like Sysomos’ Heartbeat (social media monitoring) and MAP (analytics) services, Audience will be available as an online offering with a monthly license fee.

Audience complements Sysomos MAP and Heartbeat. MAP lets users understand the broad social media landscape by providing detailed analytics. Heartbeat provides real-time monitoring and engagement. Audience closes the loop by providing intelligence and visibility about every potential customer and the impact of any online mention. Here is a video that better explains this tool.

All in all this is by far the best tool for Social Media Marketers to get real time statistics of each customer and his/her value for the brand as well. We will keep you updated with any further updates from Sysomos. Tell us how you like this tool.