MERCADEO Versión en español
Useful Social Media: When it comes to measuring social media marketing companies cannot agree
Patricia Molina| 26 de agosto de 2014
Compañías de mercadeo no manejan métricas exactas en el uso de redes sociales
Do corporate marketers have discovered the measurement of social media? Based on a survey of Useful Social Media in April 2014, it was concluded that they did not really. This study asked corporate executives around the world if they were sure that they measure the effect of social media precisely, less than 34% of respondents said that the number was a figure that had changed little in the past four years.Corporations measured metrics this year less than the last one. As for performance indicators (KPI), most had reduced their use in recent years. Useful Social Media noted that this could be positive or negative: maybe the executives were measuring less because social media growth had slowed, resulting in less resources and time available for measurement, or perhaps executives had found that metrics were critical and were eliminated from the rest.Sales conversions and brand ambassadors fell by 38% and 58%, respectively, between 2012 and 2014, however, Internet traffic and followers and fans, ranked second and third, which Social Useful Media described as “a little disconcerting”. In January 2014, Demand Metric Research found similarly disappointing results. Between marketers in North America, 70% were unable to quantify the return on investment for any of their social media efforts.
