Sophisticated marketers measure everything from website traffic and page views to form submissions and email click-through rates.
But when measuring social media, most rely on fluff-new followers and increased brand awareness.
According to Social Media Examiner, only one in three marketers measures social media return on investment (ROI). In other words, most businesses have no idea whether their social media work.
That wouldn’t have been surprising a few years ago when the world was still making sense of Twitter and Facebook. Back then, as long as companies were on social networks, marketing was doing its job.
Today these channels should be second nature. Not measuring their effect on the company’s bottom line is a big mistake.