BOSTON: Social media marketing shop Overdrive Interactive has launched its own ROI product called SocialEye.
The firm's tracking and measurement dashboard is being marketed to ad and PR pros and is one piece of a larger movement by social media specialists to satisfy clients by illustrating ROI.
PR trade group the International Association of Measurement and Evaluations of Communications has formed a taskforce to develop industry-wide standards for the measurement of social media as more agencies open up digital practices and push social media PR strategy.
“The thing about social media is that it hasn't really settled into a home yet,” said Overdrive Interactive CEO Harry Gold. “A lot of action that happens via PR flows through the social media landscape.”
In the making for the last 18 months, Gold said SocialEye is, in part, a byproduct of demand from the agency's clients. The dashboard tracks and analyzes social media connections on platforms such as Facebook and Twitter. It tracks page and site visits, engagement actions, media equivalent values of social assets and transactions resulting from social media initiatives.
Gold said SocialEye is a tool for Overdrive Interactive business, but is also being marketed as a standalone product for in-house communications teams and PR agencies.