Small Business Shift (smallbizshift) Twitter stats. Connecting bands with fans―without getting in the way. Why You Need to Monitor and Measure Your Brand on Social Media. Maria Ogneva is the Director of Social Media at Attensity, a social media engagement and voice-of-customer platform that helps the social enterprise serve and collaborate with the social customer. You can follow her on Twitter at @themaria or @attensity360, or find her musings on her personal blog and her company's blog. Whether you are actively developing a social media presence for your brand or just dipping your toe in the deep and ever-changing ocean of social media chatter, you probably realize that monitoring and measurement are quite important.
Although there is no shortage of social media monitoring tools, each one is a bit different in its approach, methodology, metrics, depth of analysis, channels measured, reports and UI. The existence of this many tools and the fragmentation of the tools market is evidence of the fact that the space is not quite mature, and doesn't yet have a set of agreed-upon metrics and best practices. Social Media Monitoring Social Media Measurement.