Have corporate marketers figured out social media measurement? Based on April 2014 polling by Useful Social Media, not really. When the study asked corporate executives worldwide—those who said they worked for “brands, end-users and corporations”—if they were confident that they were accurately measuring social media’s effect, fewer than 34% of respondents said they were, a percentage that had changed little over the past four years.
Corporations were measuring fewer metrics this year than previously. Looking at key performance indicators (KPIs), the majority listed had dropped in usage over the past few years. Useful Social Media noted that this could be either positive or negative: Perhaps executives were measuring less because growth in social had slowed, resulting in fewer resources and time available for measurement, or maybe executives had figured out which metrics were critical and gotten rid of the rest. Read the rest at eMarketer.