Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.

2010 Forecast in Social Media Metrics

333% surge in tracking revenue
174% escalation in monitoring conversions
150% increase in measuring average order value

Read more: PRESENTATION: Social Media is Pushing Transparency on Brands

In February 2009 The North Face had no social media strategy.  They considered their efforts an utter-flop for the brand.  They were communicating every so often with their customers, rarely responding to fans/followers on Facebook and Twitter (8627 Facebook Fans and 1087 Twitter Followers).  In April 2009, Amy Mengel did a great assessment of the brand's social media efforts in her blog post, Social Media Smackdown: Mtn Hardwear vs. The North Face. In just 12 months the company was able to gain a total of 150,000 Facebook Fans and 10,000 Twitter Followers.

What did they do? Small Changes, Big Results

Read more: CASE STUDY: The North Face Gets Social

Our first case study in this series comes from Intuit, a software company for small business and personal finance, with brands such as QuickBooks, TurboTax, and Quicken.

How has your brand been successful using Twitter?

We look at our success in Twitter in a few ways. First, are we learning what works and what doesn’t within the context of Twitter? For example, are we learning about what topics are most interesting to our followers so we can share more in the future? We’re definitely winning with this one using a variety of measurement tools to understand what topics are re-tweeted, shared and/or have driven an increase in followers. Second, we’re learning what works in terms of promotion. We launched @intuitdeals, for example, because we wanted to allow our @intuit account to focus on topics that small business owners care about and not excessive promotion. That said, we know a lot of people want to know about our deals, so we created a special account to handle that.

Read more: CASE STUDY: How Intuit uses Twitter

Clay Sherky explains why companies should not be afraid of total transparency.  

Thanks Big Think for this Video!