Everyone in the marketing world is grappling with the same thorny question: Do standard measurement mechanisms apply? For brand advertisers, typical 1.0 Web metrics don’t paint the complete picture when it comes to conversational media. So, what exactly is the best method for measuring success? And in the realm of social media, is a single action taken by a Web user the beginning and end – or has the social nature of the Web made it possible for advertisers to understand so much more?

The good people at FM Media have decided to help marketers get one step closer to the answer with their Conversational Measurement Toolbox, launched today. The Toolbox is a suite of campaign measurement, planning and reporting tools designed to help marketers achieve greater control and better insight into their social media marketing efforts – and BuzzLogic has been tapped to offer its reports as a FM Media partner.

Social media is different than traditional media – it’s…social. But, we know traditional ad models aren’t going to vaporize overnight. Instead, advertisers need to build on traditional measurement models and adapt to the social nature of the Web. Understanding the conversational landscape around an ad campaign makes a huge difference. John Battelle says it best, “Great voices attract great audiences.” Getting a crystal clear picture of that attraction in motion can provide powerful insights for driving ad campaigns.

When we launched Conversation Ad Targeting last November, we knew one of the primary strengths of our algorithm, in addition to locating influencers, was its ability to surface socially-connected content - between high quality blog posts. This characteristic has been baked into reports we offer our advertisers – and now, FM Media customers can enjoy the same benefit.

We’re excited to be working with FM Media, and together solving the media puzzle within social media.