In the winter edition of Search Marketing Standard on the plane this week, they had an interesting survey that Prospero released last year about how companies measure ROI from their social marketing efforts.
The one thing that stands out from the survey is that most businesses as this point in time do not know how to measure the effectiveness of their social media efforts. Asked about social media return on investment (ROI), 35% reported positive ROI and 41% said that ROI was “unknown.”
From the Survey:
“The majority of respondents see engagement with their brand as the most important measure of social media success, while more concrete ROI measures such as sales and new business leads carry less weight,” said Rusty Williams, cofounder and vice-president of Prospero Technologies.
The numbers from the survey area ask a lot of questions. That the total number of site visitors (17%) was the most important criterion for assessing social media performance I wonder is due to clients not understanding social media or whether it is due to a lack of understanding of web site analytics?
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