How can optimization harness the explosion of social media activity? Mike Perlman of Web measurement service Compete suggested it can be used to test consumer views about a brand both pre- and
post-exposure to a Web site. So you can develop metrics to gauge how much chatter a site visit is generating about a brand on sites like Twitter and Facebook, and of those exposed to landing page
did, they at a higher rate go to social media platforms to talk about your brand in particular way. On the pre-exposure side, you can look at how much traffic is coming from a social property and
whether those visitors are performing better according to key performance indicators (KPIs) set up than people coming through traditional marketing channels.
