Marketers tend to be comfortable using established metrics for word-of-mouth (W-O-M) and social media measurement, with most currently using click-throughs (93%), daily or monthly active users (83%), and Facebook likes (82%).
61.3% of marketers said they were somewhat satisfied with the data and analytic tracking they received from Facebook.
Socialbakers believe the best way to compare social performance is to analyze Engagement Rates, as they argue in this infographic about the engagement metric.
Tim Marklein of W2O Group and Katie Paine of KDPaine & Partners presented an update at the 4th Annual AMEC European Measurement Summit recently.
More than eight in 10 marketers said they thought quality of content was an important factor in measuring success, while three-quarters cited the importance of sentiment.