For my product the name of the game will be brand sentiment. If I can't nurture positive prolonged engagement of my website and my film, I will not be able to creatively and meaningfully talk to my audience. The type of image that I'd like to build would be akin to Publix. They have managed to create the image of a socially conscious and morally responsible company.
The ultimate effect of this image is brand trust. My brand will live or die based on the trust of people I am trying to sell to. The retiree demographic are constantly asked for money, and it will be hard for me to distinguish myself from the scam artists. And measuring that level of trust will be hard to accomodate on social network. Most of them are not on facebook, twitter, tumblr, or blogger, which means that the most accurate means of charting our message might be directly from Google. If people are searching for our website and our movie then we're doing well. For my secondary and tertiary audiences, all of the social media analytics make sense, but these groups will only buy into my film (or web experience) if I can capture the trust of the first group.
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