Social media is a fast-growing advertising and marketing medium and it's one that media companies, brands, producers and individuals want to better understand and leverage. If you're keen to grow your Twitter following, use the platform most effectively, and analyze your tweets, then you'll want to hear from Chloe Sladden, the company's director of media partnerships. Daisy Whitney interviewed her at NATPE and she discussed efforts the company is making on measurement and partnerships with media firms this year.