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.