NEWS7 December 2011

Buddy Media partners ComScore for social metrics

Data analytics North America

US— WPP-backed social marketing management platform Buddy Media is partnering with ComScore to add its social media metrics to Buddy Media’s product suite.

The partnership is intended to foster “seamless social marketing optimisation and performance measurement” for mutual clients of both companies.

Buddy Media’s technology is designed to help brands and advertisers launch, maintain and measure the success of their social media presence and campaigns.

By drawing on data from ComScore’s Social Essentials service, Buddy Media says advertisers “will not only be able to optimise their social communications via owned media, but also quantify the impact of earned media using meaningful social media metrics such as reach/frequency, demographics, online behaviour and benchmarking of competitive brands”.

Michael Lazerow, CEO of Buddy Media, said: “Specifically, ComScore will help show the result of the social engagement and subsequent impressions on Facebook that happens for free on a company’s Pages, inside the stream of fans and their friends as well as the effect of paid ads, sponsored stories and Facebook’s other current and future ad products.”