Today's marketers are increasingly - perhaps excessively - focused on exploring social media. Efforts to date have largely aimed at attracting attention, both through viral promotions (think: YouTube videos) and longer-term programs to build relationships (friends, fans and followers). But more sophisticated marketers are already looking at applications beyond message delivery. Here are some challenges they'll face.

Response tracking. Marketers want to know how many people have seen their messages, how many have reacted and what those reactions were. At the simplest level, this means tracking actions such as page views, recommendations such as "likes" and "plus signs," registration of friends or followers, and content sharing by emailing a link or posting it on their home page. Services like bit.ly and Share This make it easy to track sharing behavior, including resharing by people who pass along what was shared with them. Some services can trace the reshares back to the original sharer, providing a measure of individual influence.

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