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BIA/Kelsey Launches Social Local Media Advisory Service

Feb. 23, 2011

BIA/Kelsey has launched Social Local Media (SLM), a new advisory service dedicated to covering the growing social media ecosystem and the best opportunities for driving revenues with social platforms. SLM was created to address the rapidly developing social segment of what the firm estimates will be a $23 billion digital advertising market in 2011.

Local Commerce Monitor (LCM) is an ongoing study of the advertising spending habits of small and medium-sized businesses, conducted with research partner ConStat. LCM reveals intense use of social media by SMBs, as 48 percent of respondents said they are using Facebook for advertising or promoting their business. Among those surveyed, 40 percent said they have a Facebook page specifically for their business. Additional findings indicate that among respondents,  25 percent use other social networks, 22 percent use a blog and 19 percent use Twitter to promote their business.

SLM coverage will center on the following key themes: new local monetization models for social networks; metrics that measure social initiatives; social media transactions; social media valuations and valuation models; social commerce; Facebook’s continued evolution; social’s role in e-mail, reputation and presence management; next steps for check-in services; and industry analysis of how various media segments are utiliizing social channels. To learn more about the Social Local Media advisory service, visit, or contact Steve Passwaiter at (703) 802-2973 or

As part of this week’s launch of the SLM advisory service, BIA/Kelsey will host a free webinar at 1 p.m. Eastern on Thursday, Feb. 24, titled, “Social and Local: The New Killer Platform.” In this session BIA/Kelsey analysts will examine how the social local landscape is evolving. For webinar details and online registration, go to Social local media will also be a focus area of the firm’s upcoming Interactive Local Media East conference, March 21-23, where top innovators from leading social companies will be attending.