Even if, for many, current measures of social media marketing effectiveness are still basic, the goal of such programs has gone far beyond simply gaining followers and “likes”.
Research by Awareness found that better customer engagement was a top business objective for social media. Of respondents, 78% cited that as a leading business objective.
Yet counting fans was still an important tactic for almost all US marketers (96%). A large percentage of respondents were also measuring traffic to their websites (89%), customer satisfaction (66%) and new customers (62%). Additionally, 60% said they measured leads gained from social media.
Read more details on this study at emarketer.
Tags: social business, social media ROI
