Webtrends has added new social measurement capabilities to its Analytics on Demand offering,as well as packaged some new social analytics solutions.

The Portland, Oregon-based company said that these new additions, which combine social strategy, implementation, analysis and optimization, will allow marketers to better achieve success with social marketing.

Social Updates to Analytics On Demand

Steve Earl, Webtrends director of product marketing for analytics, said in a statement that marketers are increasingly “focusing on social channels, particularly Facebook, Twitter and YouTube, to meaningfully and profitably engage with customers.” He added that the new solutions help in the “extremely challenging” task of measuring customer engagement and understanding social marketing success.

The updates for Analytics on Demand include enhancements to the existing Webtrends’ Facebook reporting, which now include the nature, influence and success of Facebook Page posts.

There is also now a capability to measure engagement of YouTube and Twitter channels. The new YouTube tools offer measurements of customer engagement, content viewership and campaign performance, for videos that are on that site or on a brand’s website.

Twitter metrics are intended to offer a better understanding of which content generates more engagement, and which tactics are successful enough to bear repeating. The Twitter analytics measure the reach of Tweets, reTweets and followers.

New Social Measurement Bundle

Analytics on Demand is the company’s unified platform for digital measurement of social, mobile and site traffic and trends. The new FaceBook, Twitter and YouTube measurements, which are bundled as Social Measurement solutions, are available to Analytics customers at an additional fee to the base subscription.

Webtrends said that its social measurement tools answer a need articulated in an August 2012 report by Forrester Research.

In that report, entitled The State of Customer Analytics 2012, the research firm noted that many organizations lack the expertise or experience to measure social media campaigns, although such analytics were a priority. Accordingly, the report said, companies will need to look for vendors that specialize in analytics and data mining to assess customer behavior.

Webtrends said that its measurement tools for digital marketing relevance and customer engagement management are used by more than 3500 global brands, including the New York Times, Microsoft, Hitachi, the Associated Press and BMW.