Most marketers use engagement to evaluate social programs. But it’s not working: Marketers say measurement is their biggest social challenge, and only one-quarter of CMOs say they can prove the impact of social marketing.
You’re not going to demonstrate social’s value by reporting engagement. Your boss wants to hear about things that matter to the company like brand lift, leads, and sales.
The good news? You already have the tools you need to prove social success. In fact, top brands measure social the same way they measure other digital marketing: Using surveys, web analytics tools, and CRM platforms to track channel-agnostic metrics.
We've published a free 11-page report that details which metrics and tools you should use to measure social. It features 7 charts and figures, data from 12 sources, and insights from executives at Facebook, Virgin, T-Mobile, The Seattle Seahawks, and other leading companies. If you want to know the right way to measure social media, download your free copy now.