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"Google announced that Google+ has 40 million users today. Woo-hoo! That's nearly half what Twitter claims, right? And while it's below Facebook's 800 million, Google's getting there, right? Wrong. The number simply can't be compared to Facebook and Twitter."

"And as the number of social networking sites grows, so does the number of services that are created to measure, track and monitor those services. What's a marketing professional to do? To help you cut through the clutter, here are the 10 must-use social media tools that can not only help you make sense of your social media efforts but make them more effective."

"So what does matter? What should you be measuring? How do you establish influence without focusing on the influence numbers? Ask yourself this one question… "Are you relevant to your audience?""

"Social media can be a great way of increasing brand awareness, customer engagement and long term loyalty and generating a short term boost in sales, but it's also a potential minefield and in the worst case, a bottomless pit into which you endlessly shovel money with nothing much to show for it."

"Companies and organisations in their marketing audit should be assigning value to their social online properties and here is a core concept and some ideas to consider."