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On Mashable they are reporting (link below) that Facebook and Nielsen, the market research and tv ratings people, are announcing a jointly produced, business-oriented social media community called Brand Lift. There are few details but it sounds like Facebook is responding to a need while trying to increase their reach. The question I have is will there be an element to this that will be similar to the Linkedin model?

As more details come out I would be interested to know who would use it/recommend it?

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Good thread. Two quick points that build on what and raised, plus a short checklist you can use if evaluating any "corporate" social product.

Platforms aimed at brands usually focus on two things: advertiser-facing tools (targeting, creative formats, buys) and measurement/validation (lift studies, third‑party verification). That means they rarely become a LinkedIn-style professional network; instead, expect tools to help prove ad impact and to integrate with analytics/attribution systems. was right to flag the vendor jockeying — ask how a partner’s metrics map to industry standards.

Checklist for evaluating a brand-facing social product

  • Audience fit: can the platform reach the exact decision‑maker or consumer segment needed?
  • Product scope: is this primarily ad/measurement tech or a place to build a lasting community?
  • Measurement method: request details on control/test selection, sample size, survey wording, cross‑device deduplication and raw outputs.
  • Integration: can results be tied to CRM, sales or web conversion data for true ROI?
  • Risk/ownership: avoid strategies that lock owned community value into a single platform.

Quick pilot workflow: define one clear KPI, run a short test with control/test groups, do creative A/B tests, validate lift results against your backend conversions, then scale if both lift and conversion line up. Avoid the MySpace trap of prioritizing short‑term monetization over user experience and platform fit.

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Member Avatar for InsightsDigital

It is interesting that Nielsen announce this partnership as their competitor, Comscore, just announced a partnership with Omniture to ensure more metric centric actionable insights for businesses. Thus, this reminds me when Myspace made changes to suit to businesses and where is it now? J

Member Avatar for MktgRob

It is interesting that Nielsen announce this partnership as their competitor, Comscore, just announced a partnership with Omniture to ensure more metric centric actionable insights for businesses. Thus, this reminds me when Myspace made changes to suit to businesses and where is it now? J

But as everyone saw what MySpace did and the mistakes they made they hopefully will learn from them and not fall into the same trap.

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