70%of marketers do not believe they adequately measuretheir own social mediacampaigns
THE SUBJECT OF CONVERSATION
The online audience not only connects with colleagues,friends, and family, but a growing majority is establishingconnections with brands and products via socialnetworks, blogs, micro-blogs, and other forms of socialmedia. In a recent study by
, 52% of US socialnetwork users respondents stated that they had becomea fan/follower of some company or brand. Another 46%said something positive about a brand/company,compared to 23% who had stated something negativeabout a brand/company. Whether companies like it or not, online audiences are talking about their product,organization or brand, making it important to listen towhat customers are saying and establish a dialogue.
MEASURING FOR SUCCESS
Understanding how to effectively monitor and measure asocial media campaign sets apart those organizationsthat successfully utilize social media from those that failto justify its value. In a recent poll by
,more than 70% of respondents did not believe their companies adequately measured their social mediacampaigns. The study also concluded that 25% of marketers did not know what to measure, while another 30% stated they lacked the necessary resources. At atime when social media marketing continues to grow inimportance and use, effective measurement has becomean essential component of social media marketing.Understanding how to measure social media allowsmarketers to learn about their customers and createhighly optimized campaigns that provide value bothfinancially and strategically.