Home  › Social › Social Media

Buddy Media Hopes Spinback Buy Boosts Social ROI Tracking

  |  May 12, 2011   |  Comments

Retailers "like" seeing revenue actually tied to Facebook.

Well-funded Facebook developer Buddy Media is using some of its cash to bolster its pitch to retailers. The company, which has 600 clients that mostly fall into the branding (not direct marketing) category, has purchased retail-focused Spinback for an undisclosed amount.

Spinback, a five-man operation that launched last fall, has attracted 20 retailer clients such as T-shirt seller Busted Tees, home furnishings brand Living Direct, and golf supplies marketer 3Balls.com. The Spinback brand will at least temporarily remain intact under the Buddy Media umbrella. Buddy Media says it eventually plans on integrating the acquired company's technology into its social media products.

"We don't know the specifics," a spokesperson told ClickZ. "There's no road map yet."

One of Spinback's specialties is tracking sales on brand websites back to Facebook Pages. Upgrading ROI tracking appears to nicely complement Buddy Media's platform, which entails Facebook analytics, wall publishing and moderation, and local or global Facebook Page launches. Among Spinback's capabilities are conversion tracking features for Twitter, email, and blogs.

In a prepared statement, Living Direct president Jason Roussos, addressed Spinback's analytics package. "[It] has allowed us turn our social media strategy into more than just 'clicks,' 'follows' and 'Tweets.' We are now getting actionable data showing us demographics, product trends and, most importantly, revenue tied to our activities."

The Buddy Media-Spinback development underscores how social media vendors, by hook or by crook, or by an extravagant set of links, want to look and act more like they're in the direct sales game. Retailers scratching their heads about what Facebook Commerce and overall social media marketing means to their futures should see it as a good sign.

Buddy Media CEO Mike Lazerow states, "[We] can now answer the question 'what is the ROI of social media?' better than anyone else in the market in a holistic way, both on Facebook and off, and on Twitter and email."

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...