Chart - Leading Social Media Marketing Objectives

Quality beats quantity when it comes to measuring social media effectiveness, according to an August 2013 study by ExactTarget. The survey found that 38% of US Facebook and 43% of Twitter marketers were more concerned with the quality of audience members added via social efforts than with the number of followers gained.

When setting social media objectives, an overwhelming majority of respondents—77% of Facebook and 70% of Twitter marketers—cited brand awareness as their top goal. Gaining customer insights/improving retention was also popular. Read the rest at eMarketer.