Report: Marketers Still Struggle to Measure Social ROI

By Kimberlee Morrison Comment


Social media is becoming increasingly entrenched into business practices. What may have seemed like a passing fad has become more sophisticated in the last few years, with companies integrating social into every aspect of business from customer service to market research. Still, with social is not without its challenges and pitfalls.

To get a better idea of the challenges businesses face with their use of social media, SimplyMeasured commissioned TrustRadius to conduct a survey. 600 social media marketers responded to the survey, answering questions about their social media goals and what their biggest challenges are.

According to the report, 60 percent of the survey respondents reported that measuring the ROI of social media was the biggest challenge. The second biggest challenge was connecting social activities to business outcomes, which was closely followed by the challenge of securing internal resources.

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Perhaps the reason social marketing teams have such a hard time securing resources is because they’re too comfortable using “vanity metrics” as an indication of success. Indeed, 80 percent of survey respondents indicated that “engagement” — likes, shares, comments, followers, etc — were the most important metrics for their social programs. By contrast, 32 percent said leads were important and only 28 percent said revenue was a key metric.

One survey respondent pointed out that connecting social to sales is “incredibly difficult.”

Even with sophisticated programs and services like Eloqua, DemandGen, SFDC [], etc. there is still the difficulty understanding what works and what does not. At the end of the day social media is just one part of a greater whole that a customer is exposed to.

To see how marketers feel about the social media tools and how their social strategy fits into the larger strategy, check out the full report.

Image courtesy of Shutterstock.