In a survey commissioned by Adobe Omniture, 58% of respondents placed “Deciding how to measure the value of my investments in social media” as their top priority when considering social marketing. The survey was carried out over 500 marketers in the UK, France, Germany, Italy and the Nordics.
A key statistic uncovered was that a massive 55% of marketers want to measure the impact of social marketing on their revenue but either aren’t doing it or feel they aren’t doing it accurately enough. It’s clear that while marketers have been quick to embrace social media the desire or know-how to accurately measure how effective it is has been lagging behind. However, with 47% of those who don’t currently measure the impact of social on revenue planning on doing so in the next 12 months it is clear that gap is shrinking. Marketers have had enough of the vagaries surrounding social media.
Obviously, measuring the ROI of social media is a significant factor when it comes to measurement but it is not the only factor. Measurement should also inform your social strategy. In a virtuous circle, effect social media measurement would lead to more effective social marketing & thereby increasing the impact of your investment.
The survey paints a picture of marketers who appreciate the value in social marketing but are unsure of how to measure success. It’s an issue we are very familiar with as a social media measurement company and one we take pride in being able to solve. Unsurprisingly, the criteria for measurement will vary greatly depending on your plan and your targets but we passionately believe that to fully evaluate the effectiveness of your social media marketing efforts you need to go beyond the basic metrics. Getting 10, 250 or 1000 clicks from a Tweet might be great but it’s not going to give you the full picture. To find out how we can help, get in touch.
Tags:Adobe, media measurement, ROI
