Natalie Myers summarizes a recent webinar, “The Only 3 Social Media Metrics That Matter”, by Eric Anderson, VP of Emerging Media at White Horse. (Unfortunately only Windows users can watch the recorded webinar, Shame on GoMeeting).

Eric believes that the right kind of metric for social media is impressions. Before you start yawning, consider this: he wants social media marketers to view interactions as impressions.

This idea of measuring interactions in social media world is becoming more and popular. At a recent media event, a similar notion was presented by Joe Doran (CEO of Media6 Degrees). Joe preached measuring return on interaction as well as return on investment.

It seems like marketers and advertisers will not be able to let CPM go but instead give it a whole new meaning in the social media world.

Tags: impressions, metric, return on interaction, ROI, social media

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