Marketers Not Tracking the Right Social Media Metrics
While many marketers are keeping track of their social media efforts, they may be tracking the wrong numbers, at least according to the results of an eROI survey of more than 500 B-to-B and B-to-C marketers this past spring.
The survey results show that a majority of respondents (65.5 percent) track increases/decreases in friends and followers when analyzing their returns on social media. Measuring traffic is the next most popular metric, with 59.5 percent of respondents doing so. Next was tracking mentions, with 39 percent of respondents saying they did so. Only 35.7 percent of respondents said they track new leads from social media, and just 28.5 percent track sales tied to social media efforts.
The survey also found that two-thirds of marketers incorporate social media into their existing email marketing efforts, 59.1 percent via “Share With Your Network” links.
What's stopping respondents who aren't integrating social media into their email campaigns? Lack of resources (32.5 percent) and lack of knowledge (21.4 percent) were the most popular responses given.
What's more, although social media usage is on the rise among American consumers, 59.5 percent of organizations surveyed assign less than five hours per week to social media management-related tasks. Surprisingly, despite this lack of investment in resources and time, nearly three-quarters of respondents said that social media is having a positive impact on their marketing efforts.
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