COMSCORE INTRODUCES CONVERSATIONAL MEDIA REPORTS

Last September, comScore added Conversational Media as a new category in its digital measurement suite. This category focuses specifically on blogs and social networking sites (but unfortunately, leaves out video sharing sites). Casey Jones, VP Marketing at Dell is quoted in comScore's press release:

"The most insightful marketers in the world have always recognized that building a great brand starts with a conversation and succeeds based on the quality of that conversation -- conversations with customers, potential customers, influencers, the press, and the supply and demand chain. Everyone. It’s only now, in this time, that technology has enabled our marketing ears to become finely tuned. We hear things that were never audible to us. Our customers hear us, even our whispers, in high-fidelity surround sound. It is time for new tools that allow all of us to measure and understand the value and the impact of those conversations."

As the familiarity of online social networks and interactions begin to hit critical mass, even the most conservative marketers are asking the right questions -- but are they ready to practice the best answers?