Some marketers may have been frustrated by a lack of alignment across the business when it came to social media strategy—something that could hinder social media’s effectiveness. Just 30% said strategy was “completely” or “very aligned.”
Whether despite or because of their disdain for data, two-thirds of marketers said assessing the effectiveness of social media activities was a challenge for them—the most common one faced by respondents overall. Designing a strategy and actually figuring out what to do with social data were the second- and third-biggest problems.
With all these problems, are social media marketing professionals feeling good about anything? According to the survey, 84% said they thought social marketing could enhance relationships with existing customers, and the same number said it helped them to engage with influences liek the media. Networking and social monitoring were also major value adds for about eight in 10 respondents. These are no small wins—but do marketers have evidence to back it up? Read the rest at eMarketer.