Marketers don't measure the effectiveness of their social initiatives correctly

MARKETERS AREN'T MEASURING THE TRUE EFFECTIVENESS OF THEIR SOCIAL EFFORTS

With more than four in five online Americans using social technologies each month, social media marketing is no longer just a blip on the radar — it's a vital part of many marketers' interactive efforts. But too many marketers don't measure the effectiveness of their social initiatives correctly: When we asked 130 marketers who use social media how good they were at measuring their efforts, the average score they gave themselves was 4.5 out of 10. Most marketers fail to measure success appropriately because they:
- Focus on the most easily available metrics — even if they're not important.
- Too often ignore the most important metrics.
- Choose their measurement strategy based on technology, not objective.