While roughly three-quarters of companies agree that measuring the impact of social media activity is very important, more than 7 in 10 also agree that measuring the impact of social media marketing is very difficult. Indeed, just over one-third of companies report having clear objectives for their social media activity, and only a minority measure performance against social media objectives, according to a September 2012 report from Econsultancy, produced in partnership with Adobe.
Although larger companies (annual revenue more than $150 million) are more likely than smaller companies (revenue of less than $150 million) to measure performance against social media objectives (42% vs. 28%), they are not much more likely to have clear objectives for their social media activity (38% v. 35%). Read the rest at MarketingCharts.
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