Can Social Media Results be Quantified?

That’s the $64,000 question. Marketers are split on whether social media will deliver measurability according to a recent study by Datran Media’s 4th Annual Marketing and Media Survey. 87% of those surveyed said that accurate online measurement was at least somewhat important for driving increased brand awareness, revenues or performance.

Marketers Worldwide Who Believe Social Media Will Generate  Quantifiable Results in 2010 (% of respondents)

According to eMarketers’ CEO and co-founder, Geoff Ramsey, in his insight brief, Seven Guidelines for Achieving Social Media ROI, most marketers today do not invest sufficient time, effort or money on social media measurement.

The leading metrics used to measure social success focus on increased site traffic, but on its own, it cannot justify heavier investments in social media.

Comparative Estimates: Leading Metric Used by Marketers to Measure  Social Media Marketing Success, 2009 (% of respondents)

Of those respondents, those who are heavily invested in Facebook and Twitter were most likely to track online.

For the B-to-B sector, they are having a tough enough time finding justifications and budgets to do social media. After they cross that hurdle, then they’ll have to start monitoring their activities.

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