Viacom tries to pin down social media's impact

Viacom plans to use data from Mass Relevance to give advertisers guarantees on the impact of their marketing on social networks such as Facebook, Vine and YouTube. The Comedy Central and MTV owner has created a measurement platform called Echograph that will match campaigns with data on influence, engagement, demographics and hashtag use in an effort to make social marketing more accountable. "Social isn't just about impressions; it's about engagement," Viacom's Jeff Lucas said.

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