A report from theLenksold Groupfound that that more than 75 percent of marketers rely onsocial media marketingfor visibility. However, more than half struggle to assess the value of their social media content as they do no know which metrics are most likely to prove ROI correctly.
This is a common problem among businesses of all kind active in the channel. Just 20 percent of the 362 companies polled by Lenksgold said they have an effective method of determining their social campaigns’ success.
业务es struggling with the measurements of success said that they are receiving pressure from decision makers at their companies. According to Jim Lenksold, president of the Lenksold Group, integratingsocial media marketingwith other channels can help unveil the true value of Facebook, Twitter and other platforms. As engagement and visibility increase on this channel, web traffic, conversions and leads should often increase as well, which Lenksgold says is the real value insocial media marketing.
谷歌目前罗oking to add more social data to its analytics suite. In fact, Brafton recently reported that the company is working with several social media platforms to develop strong off-site social analytics capability. However,Facebook and Twitter were absentfrom the list of signed on social partners, and it’s likely that Google’s integration invitation is aimed directly at these companies.
