Primary Metric For Social Media Success In 2013 [CHART]

Chart - Primary Metric For Social Media Success In 2013

Among the biggest changes overall was the decrease in the importance of sales vs. two years prior. In 2011, increasing sales was the No. 1 goal of social media marketing, embraced by 100% of respondents. In 2012, it dropped below 50%, as marketers reassessed their priorities. This year, they seem to be reaching equilibrium, as increasing sales was cited as a leading goal by 58%.

And similarly, when marketers want to evaluate the performance of their social marketing, engagement is the primary metric, used by 23.3% of respondents. However, measuring increased sales was still high on the list, pointing to the fact that some marketers still expect to get a dollar conversion out of their social efforts. Read the rest at eMarketer.

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