Social media has been a hot topic for brands that want to connect with their consumers in a social way, but it is still kind of a gray area as to how effective it is as a platform for marketing. It is certainly a social space that consumers are spending time, so having a brand presence there can be good from an awareness perspective. Still most marketers are still grappling with how to be there and get a message across without being too in the way.
Omniture is trying to answer this question with a new offering that lets online marketers measure brand activity on Twitter. This seems like it will give marketers more insight into customer engagement with their brand on the microblogging site, which can, in turn be a great way to test at creative.