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Online Brand Measure Launched
In the US, word-of-mouth (WoM) marketing agency Zócalo Group has launched a tool to help marketers understand and measure where and how brands are discussed and recommended across all social media channels.
 Zócalo Group is a unit of ad and media group Omnicom and Ketchum Public Relations. Developed in conjunction with the Department of Marketing at DePaul University's Kellstadt Graduate School of Business, the new Digital Footprint Index (DFI) has been designed to drive WoM and recommendations to where consumers are active and engaged online.
Unlike other tools that focus on quantity and sentiment, Zócalo says that the DFI provides 'multi-dimensional measurement' to make it easy for marketers to identify the social media channels consumers use to interact with the brand, and determine how well they understand and share the brand's message.
As well as providing a benchmarking score to measure the ongoing effectiveness of a brand's social media efforts, the tool also analyses success relative to competitors.
'What really makes this important is whether or not people are actually sharing that news and passing it around,' stated Zócalo President and CEO Paul Rand. 'While quantity and sentiment are important metrics, the real story is in how consumers interact with the brand in different channels, and which of those is most effective in driving WoM and recommendation.'
The DFI is part of Zócalo's online and offline social media measurement suite, designed to evaluate, measure and track the effectiveness, impact and value of a brand's conversation across social media channels.
Web sites: www.zocalogroup.com and www.depaul.edu .
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