May 17, 2011

Marketing Research Chart: Top metrics used for measuring social marketing impact

SUMMARY: The goal of social media monitoring is to gain a better understanding of the potential target audiences in your social sphere, where they are and what interests them. Monitoring will also help benchmark important metrics for social media objectives.

We wanted to learn more about what organizations track to quantify the impact of social media marketing. Find out the results from a survey of more than 3,300 marketers in this week’s chart.
by Sergio Balegno, Director of Research

What organizations monitor or track to quantify the impact of social media marketing

Q. Which of the following does your organization monitor or track to quantify the impact of social marketing?

View Chart Online

Marketers are measuring traditional metrics like website traffic and search engine rankings, as well as metrics that are specific to social media, such as fans and followers. The key is monitoring and tracking the metrics that will have the most impact on achieving your social marketing objectives.

Not all metrics are created equal. Some are much more difficult to monitor and measure. Tracking these metrics requires reporting features not always found in free or basic monitoring solutions. Larger organizations are more likely to use the full-featured, enterprise-level solutions necessary to track difficult metrics like downstream fans and followers, share of conversation, etc.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Social Media Marketing Benchmark Report.

Useful links related to this chart

Members Library -- Marketing Research Chart: Top metrics used in evaluating and optimizing marketing performance

Members Library -- Marketing Research Chart: What Social Metrics are Organizations Monitoring and Measuring?

Social Media Measurement: Moving forward with the data and tools at hand

Social Media Marketing: Tactics ranked by effectiveness, difficultly and usage

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