A study of companies worldwide from SHARE found that only 52.8% of respondents were currently monitoring open online social media communities or networks.
However, while nearly half of companies were not monitoring social media, 22% of respondents said they would increase monitoring significantly in the next year, with an additional 37.9% saying they would do so over the next one to two years.
When looking at what metrics these companies track on social media:
- 26.8% of respondents mentioned customer satisfaction
- 23.7% said overall buzz
- Brand experience was also cited by 21% of respondents.
Read more on this study at emarketer.