84 percent of respondents to the survey were from the U.S., with just 39 percent opting out of using analytics to measure their social media marketing.
Campaign tracking was the favoured objective amongst 60 percent of respondents, ahead of brand analysis, competitive intelligence, customer care and product launches.
Lack of staff, funding and resources were collectively cited as the biggest challenge in measuring social media by 55 percent of respondents, with linking measurements to objectives and defining meaningful measurements also problematic.
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