I will probably meet with Chase McMichael later this month when he visits NYC – but recently he reached out to me via email and Facebook to listen to his Webcast and share ideas about Social Media tracking.

I missed the Webcast earlier this week – here it is – and I just listened to it.

While Chase’s presentation seems more focused on find a way to engage and capitalize on the relationship – it seems to me the presentation more tailored to finding Brand Advocates and starting the conversation than measurement, per se.

However, the nice thing about Finding Passion Points & Creating a Sustainable Social Interaction Model is how their methodology can work for a typical Brand.  Often, ideas on how to derive value for Social Media draws a blank (ie: who are the Super Influencers – ha, it used to be Super Affliates, now, it’s Super Influencers).

IN this case, it wasn’t just identifying Super Influencers – it’s also giving them a Viral Widget – and tracked the distribution of that Widget.  It appears a Super Influener is based on the idea is someone who has the right demographics for your brand AND a lot of friends – hoping that if you convert that Super Influencer – they’ll distribute it out to their Social Networks.

I’m assuming their platform measures the distribution and Brand Lift that comes from all of this (who shared the widget with whom, number of referrals, media downloads and streams as listed in slide 14) – this is methodology to track depth and breadth.

There are about 20 companies that do Social Media “Seeding” programs – and provide “Turn Key Solutions and the metrics results from a compaign they ran are listed in slide 19.

I think what is presented on Slide 20 is a useful basis to see how far your firm is from the mark of being able to employ and measure Social Media.  For example:

Do you know your target customers?   Do you know where they’re located, what are their demographics and what do they like to do (affinities)?

Do you know where these customers are in Social Networks – which one’s what are their account names and who actually exerts influence on those people?

Do you have something to give to the influencers you’ve identified and can you track the distribution of it?

Do you want a two way conversation with your audience are you able to empower and enable that conversation as well as learn from it?

I doubt many companies are even able to figure out who the customers are and where they are, much less have a conversaton or track the viral distribution of anything they’re providing influencer – or qualify what that means.

Having said that – What Unbound Technologies provide is a way to help a Brand do this – when they’re clueless on how to go forward and need help with it – personally, I think that’s what most of the companies do – though what Chase McMichael provided seems an easy sell to Brands that are ready to move forward.