Social Media is growing up. We have more platforms and more thought leadership than ever before, but already our friends are trusting us less. In the beginning, there was sticky. Now we’re connected. And we want our content to be slippery, easy to pass on to our friends, and their friends, and their friends. I think reach, across users and across platforms, is becoming as important as volume.

Fortunately, there’s a nearly endless array of free online tools that can help us measure who we’re reaching, what they’re saying, and how they found us. I recently needed to capture the Social Media Footprint of an organization (Vocalo–”the YouTube of Radio”). I tried to follow their digital tracks to figure out, via backwards induction, their Social Media Strategy. Here’s what I found, in pictures. Or skip to the end to see the final report.

OVERVIEW

Social Mention

WEBSITE

WhoLinksToMe

Compete

Google Reader

Google

Google Insights for Search

Next page…Facebook and YouTube!