Social media isn’t new – but it still offers up challenges to marketers. And the main problem? They can’t figure out how to measure ROI.
The number one challenge that marketers face on social media is measuring ROI, or return on investment. A full 57 percent of the 469 marketers surveyed say they cannot find appropriate measures to judge how successful their social media campaigns are.
96 percent of those surveyed use social presence – or the sheer number of followers and fans an account has – as their top measurement for success. But they’re not just focusing on the numbers: 78 percent are looking for better customer engagement as their top business objective.
Half of those surveyed would like tighter integration between their social media efforts and the rest of their marketing outposts, such as TV, radio and print. And Twitter dominates 84 percent – just behind Facebook’s 89 percent – of brand usage.
Take a look at the infographic below for more on the top social measurements marketers are looking for, what they feel they need to succeed and more: