We recently partnered with Social Media Today to develop a survey that would support a better understanding of marketers’ social media strategy, as well as which channels were performing optimally, and exactly how marketers are collecting and using data from their social marketing efforts.
With only 7% of our respondents claiming that they don’t measure their social efforts, it’s clear that social marketers have felt the shift from a significant lack of resources for effective measurement, moving beyond vanity “like” and “retweet” metrics, and are now being held accountable to prove the ROI of their social campaigns.
Despite the plethora of social media reporting and publishing vendors, a whopping 80% of the marketers surveyed said that they are garnering analytics directly from the social media channels they are using.
Both Facebook and Twitter have strived to enhance the analytics capabilities of their platforms, as a response to the many marketers using their platforms for business purposes. Particularly as more and more marketers are spending advertising dollars on these platforms, the demand for accurate analytics is increasing substantially.
As marketers continue to see positive results with their social efforts (89% say social marketing is delivering results), we can be sure that we’re only going to see more and more adoption and investment from businesses in these various social channels.
Find out how marketers are working with social media in our latest infographic. “Marketers are Feeling the Social Relationship.” Get even more social and mobile insights from our Social and Mobile Marketing Data Report.