How do you measure the return on investment for your social media campaigns?
It’s the age-old question, and one that brands and marketing departments have struggled to answer for a decade now. And they’re still mystified: a new study reveals that just one third of executives are confident that they can accurately measure the effect of company social media use.
This data comes courtesy of Useful Social Media via their “The State Of Corporate Social Media 2014” report, which discovered that 66.5 percent of corporate executives worldwide felt unable to measure the ROI of platforms such as Twitter, Facebook, Instagram and Google+. That’s a figure that hasn’t shifted much in the last four years.
The poll also found that the activity and engagement with the profile was cited by 48.7 percent of respondents as the top key performance indicator (KPI), ahead of web traffic (47.3 percent), increase in followers/Likes/fans (47 percent), reach (31.6 percent) and sharing (27.1 percent).