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Feb 23, 2010
Article

New Chart: What Social Metrics are Organizations Monitoring and Measuring?

SUMMARY: Monitoring and measuring the impact of social media is a vital step in any social marketing campaign. We asked more than 2,000 marketers what metrics they use to monitor and measure impact, and here’s what we found.
By Sergio Balegno, Research Director

Honing in on Target Audiences and Quantifying the Impact of Social Media

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Click here to see a larger, printable version of this chart

The "R" in MarketingSherpa’s Social Marketing ROAD Map stands for Research, or the gathering of intelligence on target audiences, their social use and competition. Research is the first important step to mapping an effective social marketing strategy, and this chart shows the percentage of organizations monitoring each of the quantifiable metrics above.

Organizations use a wide variety of tools, and use multiple tools in tandem, to monitor the dialogue related to their company, brand and competitors across blogs and other social media sites. Not surprisingly, free tools such as Google Search, Google Alerts, Twitter Search and Yahoo! Search, top the list and are used much more broadly than fee-based tools.

For additional research data and insights about social marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Social Media Marketing Benchmark Report.



Comments about this Chart

Feb 23, 2010 - Gavin Head of 1st Position Marketing says:
I'm surprised that leads generated and sales conversions were so far down on the list. I realize there are many important benefits of social media such as improved brand strength and customer loyalty and even cost savings- it is a cheaper customer service platform and marketing channel. But shouldn't companies mainly be focused on sales and profits as metrics for social media's effectiveness? Or are these still too dificult to quantify for most businesses?


Feb 23, 2010 - Lafate Smith of Web Marketers Speak says:
There is a lot of buzz about social media marketing. However, the key to its longevity as a valid marketing strategy is the ability to apply metrics to determine if the time spent obtaining and interacting with friends and followers is strengthening a company's brand or having a positive effect on the bottom line.


Apr 28, 2010 - donaldjeo of Web marketing says:
What a great list of resources! I totally agree that measuring social media is crucial to how it works and is perceived. It’s really important to emphasise how challenging it is and equally important to keep trying to define it and work it out. I work at a social media agency, FreshNetworks, where we build and manage online communities, and mcitp ROI is crucial to us to prove to our clients how we have enhanced their brand. We debate ROI all the time; if you are interested we have written about it in the following articles: ‘So how do you measure ROI of online communities?’ –



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