Attitudes Toward Analyzing Social Media Engagement Data, October 2014 [CHART]
Nearly nine in 10 US companies with at least 100 employees will use social media for marketing purposes this year, eMarketer estimates. And the professionals who do social media marketing believe it is important: 88% of them agreed with that statement when surveyed in October by Harris Poll for social media management platform Hootsuite.
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But did they think analyzing social engagement data actually mattered for their business’ bottom lines? While 38% strongly agreed, for about half of respondents, concurrence was more tepid. And 15% didn’t think analyzing social media mattered at all to the bottom line. Read the rest at eMarketer.