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%). Many, however, are looking for better definition and clarity on other metrics that are less widely used, such as momentum effect, according to a survey from the Association of National Advertisers released in July.
The least-used metric at 11% is the momentum effect, and it tops the list of metrics that require better definition or clarification (at 41% of respondents). Similarly, only 23% of marketers use value of a fan/follower as a metric, while 40% believe it requires clarification. And while 37% are measuring influence, 31% believe this metric needs more clarity. Read the rest at MarketingCharts.