Roughly two-thirds of marketing professionals use social media analytics tools to measure and gather insights from social marketing efforts, according to a study by Demand Metric that was sponsored by NetBase. Campaign tracking was the top objective amongst 60 percent of respondents, ahead of brand analysis, competitive intelligence, customer care and product launches.
There are still challenges when it comes to measuring social marketing’s effect. The number one obstacle cited by respondents was staffing, funding or resources, at 55%. Linking measurements to objectives was a close second 53%.
Challenges with measuring social media:
- 55% Staff/funding/resources
- 52% Linking measurements to objectives
- 48% Defining meaningful measurements
- 48% Analytic tools
- 32% Skills
- 28% Internal/executive support
- 23% Reliable data
- 2% Other
What is your company’s biggest challenge when it comes to measuring social media marketing’s efforts?