1) I think it’d be better to use an advanced segment rather than a new profile. Advanced segments are easier to make, easier to maintain / update, and work historically.

Should a new URL shortener or Twitter application become big, your profile will only have that data as of the date you edited the filter. The advanced segment will be able to look back at all the data in the profile which will give much more accurate results. Similarly, should you decide a certain tool is really more Facebook specific, you can remove it from the segment and have all of your data recalculated based on that assumption.

2) It seems like we’re tracking two different metrics.

a) My team creates a URL, properly tagged, to track how our Twitter / Facebook / LinkedIn / etc accounts are doing with the information and activities we are pushing out. This would hold true through RTs, etc.

b) Someone not technically associated with that initiative posts a link to a page on my site, most likely not properly tagged. This shows how social media — I may or may not be involved in — is having an effect on my business.

It’s all useful information, but it feels like there are different engagement levels from the organization and the users based on which scenario plays out. I’m still chewing on this one, so I reserve the right to change my mind on it at a later date

In any case, excellent post. Hope to see some revised dates in the Milwaukee area, as I work with a group of folks that would be very interested in attending…