7 in 10 Marketers Don't Know How Social Media Affects Their Brand
Less than one-third of marketers have a strong understanding of social media conversations happening around their brand, according to Alterian’s Eighth Annual Survey: How Engaged is Your Brand? The survey polled 1,500 marketers, agencies, marketing service providers and systems integrators worldwide.
In fact, seven in 10 respondents said they have very little to no understanding of how social media affects their brand. Thirty-nine percent of respondents said they use only a few ad-hoc tools to track and measure social media conversations. In addition, 80 percent also admit they're concerned their brand is at risk from not being as engaged with customers, or for failing to have a good grasp of how online conversations are impacting their brand.
However, the majority of respondents did say they recognize the problem areas and are taking actions to rectify them, such as dedicating a larger portion of their marketing budget toward the social/digital space. They're doing so to gain the necessary resources for increased message customization across web, email and social media.