| Tory MP Louise Mensch launches social platform for US elections | | @gordonmacmillan | | 19 June 2012, 3:21PM |  Louise Mensch, the Conservative MP and chick lit author, is widening her foray into social media with the launch of a social platform designed to curate the conversation around political conversation.
The site called Menshn.com (geddit?) launches today, but is currently on available in the US.
| | | | Tomb Raider 'rape' - how the social web responded | | Charlotte Henry | | 19 June 2012, 11:45AM |  There’s been a huge online debate around a sequence in the latest Tomb Raider game in which heroine Lara Croft is subjected to an attempted rape as she tries to flee captors.
| | | | Nelson's Column: Social Media Insights & KPIs - There is no magic button | | Andrew Nelson | | 19 June 2012, 9:42AM |  Based on my observations I believe we are at a tipping point now.
CMO's & Insight Divisions are realising that messages in social media can help them understand the consumer better. It is another layer of insight that is there to be tapped into. More CMOs want near real-time relevant information, not debrief but dashboard.
| | | | England beat Sweden on Tweets and goals [infographic] | | Scott Thompson | | 19 June 2012, 9:33AM |  England’s rollercoaster victory against Sweden last Friday evening drew in excess of 700,000 tweets during the game according to Starcom Mediavest Group's ECHOscreen Twitter analysis tool.
This tied in with what is likely to be the biggest Euro 2012 audience peak to date in excess of 16 million at home viewers and doubtless many more watching in pubs and clubs around the country.
| | | | | | | PR people should ignore the blagger bloggers | | Tom Callow | | 19 June 2012, 6:58AM |  I love blogging. The notion that anyone, anywhere, anytime can put their fingers to a keyboard and publish onto a media platform with around 2.3 billion users is incredible.
Working predominantly in the automotive industry, I see an incredible number of bloggers passionately writing about their love of cars on a daily basis. Unfortunately, I also see a significant number of individuals without any influence whatsoever doing their best to blag a free car for the weekend.
| | | | | | | Clickthrough rates underestimate online campaign performance | | James Walters | | 18 June 2012, 11:13AM |  Clickthrough rates significantly undervalue the brand performance of online campaigns, according to a Nielsen study that finds little correlation between the frequently cited metric and offline return on investment.
The study, which combined meta-analysis and modeling from hundreds of marketing campaigns, signals a need for marketers to use other metrics to gauge the effectiveness of online advertising, according to Nielsen.
| | | | Is the logical web longing to return to its roots of randomness? | | Jeremy Garner | | 18 June 2012, 11:12AM | 
In the mid to late nineties the web seemed awash with distinctive and idiosyncratic characters. And that’s a diplomatic way of putting it.
The web’s prevailing trend towards anonymity had a lot to do with it back then, and so did the fascination for expressing one’s identity on screen for the first time.
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