2012 Trends: Social Media Metrics Take Center Stage [eMarketer]
41% of marketers surveyed had no return on investment figure for any of the money they had spent on social channels as of October 2011. Further, only 8% could attribute ROI for all their investments in social media. The survey sample was primarily UK companies
Very interesting report from eMarketer, reminds me how everyone reviewed sites and measured ‘hits’ as an effective measurement.
“From the early days of the internet, the prospect of detailed metrics fueled the promise that online advertising could yield unprecedented insights about customer preferences and behavior. That promise has only partially materialized. True, online channels provide feedback that offline media cannot, but marketers are still grappling with how to make this input work toward the bottom line…”
Read the full article here: http://www.emarketer.com/Article.aspx?R=1008717&ecid=a6506033675d47f881651943c21c5ed4