The Social Data Disconnect

We surveyed over 350 social media marketers, and found that the metrics being focused on don’t match the needs highlighted.

Screen Shot 2016-06-20 at 3.35.49 PMAccording to the survey, 56% of social marketers are focused on engagement metrics, which is only an issue because they claim their greatest challenge is measuring ROI.

Screen Shot 2016-06-20 at 3.43.06 PM61.1% of marketers claim measuring ROI is a top challenge. In addition, 33.6% claim tying social to business goals is a challenge. How big of a challenge is this? Only 9.4% of marketers are able to quantify the revenue driven by social.

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Yet, engagement metrics still dominate measurement. This is a symptom of habit — we’ve been measuring engagement for years now — but also of technological constraints. And the challenge is not just an internal struggle for social marketers; it’s an issue for senior marketing leadership, as well:

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78.1% of social marketers have conversations with their boss about social ROI, and 42.1% have those conversations “frequently.” CMOs and VPs of Marketing are just as interested as their social teams to prove the value of social, but they have struggled to do so.

Want More Insight?

The 2016 State of Social Marketing Report is full of stats you can’t find anywhere else, as well as a broad view of common strategies on each social channel. Download the full report to learn:

  • How social media fits into today’s digital landscape
  • New channel specific trends for 2016
  • How to tackle the biggest social media challenges

…and much more!