Marketers struggle to get the most out of their presence on social sites, and with brands’ continued tenure on the networks, their goals and the metrics they use to measure their performance have changed. According to a 2013 survey of US marketing professionals by Pivot Conference, which hosts leading social business events, consumer engagement and brand lift were the No. 1 goals of social media marketing, each cited by 67% of respondents. This was up significantly from 2011, when those goals were cited by about 50% each.
Last year, using social media marketing to garner positive sentiment was the leading goal, whereas this year it dropped to No. 4. Marketers may be finding that it is less important that their posts get a warm reception from social users and more important that they keep consumers posting, “liking” and sharing social content. Read the rest at eMarketer.