What's a "Like" worth, anyway? The question is emblematic of broader questions about the value of social media marketing. In that vein, Techlightenment, a unit of Experian, has rolled out
a new software tool that promises to allow brands to attribute social interactions to actual revenue. By tracking content sharing,
conversions and identifying key influencers on social sites, the company's attribution system is designed to give marketers the ability to calculate the monetary return of social campaigns.