Social media provides brands with another channel for content sharing, and content marketers are looking to the next step in the process: measuring the effectiveness of this content.
Based a recent study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are measuring effectiveness.
Solid metrics like conversions and sales are the real key to measuring effectiveness, yet few are measuring to this level (42%).According to the research,
- 80% of US client-side marketers measured the effectiveness of their social content,
- Social media metrics such as “likes” the most common.
- Usage statistics—daily or monthly active users, for example—fell in the middle of the list.
- Metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.
While most marketers were measuring social content effectiveness in some way, ANA noted that they were still using soft metrics (views/likes) vs. solid metrics (conversions/sales), indicating further room for growth.
These soft social metrics weren’t just common for measuring content on social media, they are also the most popular ways marketers are measuring content marketing success overall.
Nearly two-thirds of US content marketers said they used social shares and likes to determine success, the second most popular metric. Conversions and sales fell at the low end again.
- Is time spent a better metric than pageviews?(gigaom.com)
- Four Things You Need to Know about Your Customer Metrics (business2community.com)
- 5 Tips for Defining Key Performance Indicators (business2community.com)
- Nielsen Mobile Report: Measure Twice, Advertise Once (mobilemarketingwatch.com)