How do you measure the success of your social media strategy?
If you’re like more than four in five brands, it’s by the numbers of Facebook Likes, link clickthroughs and Twitter retweets your campaigns receive, suggests a new study.
An April 2014 survey undertaken by Ipsos OTX for the Association of National Advertisers (ANA) discovered that 89 percent of U.S. client-side marketers cited Facebook Likes as their number one measure of social media content effectiveness, with clickthroughs (87 percent), retweets (81 percent), daily and monthly active users (66 percent) and reach (66 percent) also popular.
Only one in four respondents said that sales was an important metric, with cost per sale selected by just 5 percent.
- 99% of Social Media Posts Generate Almost no Engagement [STUDY]
- Just One Third of Marketers Say They Can Accurately Measure Social Media ROI [STUDY]
- 20% of Young Shoppers in the UK Have Purchased Through Facebook (9% via Twitter) [STUDY]
- 79% of Marketers Have Used Promoted Tweets in 2014 (But CPC Has Doubled Since January) [STUDY]