How do you measure social media ROI?
While social media marketing, as a concept, is less than a decade old, best practices for generating and measuring return on investment have proven particularly difficult nuts to crack.
So how are brands defining goals?
A new survey of U.S. marketing professionals by Pivot Conference reveals that it’s consumer engagement and brand lift that are top of the social ROI checklist, ahead of influencing consumer behaviour and positive sentiment. Increased sales, meanwhile, ranked in fifth place overall, only marginally ahead of improvements in customer support.