Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Feb 10, 2009

New Chart: Social Media: Most Effective Tactics Are the Most Difficult to Measure Quantitatively

SUMMARY: The most effective social media tactics are the most difficult to measure quantitatively. Don’t employ less effective tactics for the sake of measuring ROI. Consider the value of qualitative factors to gauge more effective tactics.
Most Effective Social Media Tactics are Least Measurable
View Chart Online
Click here to see larger, printable version of this chart

“Inability to measure ROI” ranks as the second most significant barrier to social media adoption. But as the chart above shows, the ability to accurately measure ROI has nothing to do with the effectiveness of the tactic in the minds of marketers. “Advertising on blogs or social networks,” the tactic rated as the most accurately measured (32%), was also rated least effective (16%).

Everyone has an opinion on social media measurement, but nobody agrees. Like any tactic that is more aligned with PR than direct marketing, social media is difficult to measure quantitatively.

What can marketers do? Measure the value of the resulting conversations and relationships qualitatively. Do not focus on moment-in-time transactions, such as traffic hits.
Marketers obsessed with tracking social media results quantitatively are missing the point. They may find themselves employing much less effective social media tactics for the sake of measurability.

Useful links related to this article

Not a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!

More Research Data from Sherpa:

2009 Social Media & PR Benchmark Guide

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.