Matter unveils social measurement service

NEWBURYPORT, MA: Matter Communications has launched Impact Matters, a social media measurement service for consumer and b-to-b clients.

NEWBURYPORT, MA: Matter Communications has launched Impact Matters, a social media measurement service for consumer and b-to-b clients.

The service incorporates strategy, analysis, and metrics combined with social media tools such as Hootsuite and Sysomos. While Matter will develop customized packages for each client, the service is based on four steps, said CEO Scott Signore. They include assessing and auditing a company's social media approach; setting goals for the social media program; defining metrics; and managing and monitoring the channels.

“We're taking our social media know-how and experience and including aspects that come with platforms like Sysomos and Hootsuite,” Signore said. “The combination of the two is a differentiator.”

Matter built the platform on its existing Communities Matter service, which helps clients develop and manage social media communities. The firm began offering Communities Matter last fall. It executes social media programs for 80% of its consumer and b-to-b clients, Signore said.

He added that the firm has received a positive response from the clients that have used it so far. It recently surveyed marketing decision-makers and found that more than half of organizations measure and report on their brand's social media by evaluating engagement alone.

“The survey validated our position that this is a priority to people,” Signore said.  

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