Marketers who adopt social media platforms as marketing tools are still struggling to find effective metrics, a new study indicates.

According to a report issued by the Society for New Communications Research, social media tools are significantly valuable to 57 per cent of early adopters. Some 27 per cent of these adopters say social media are core elements of their communications strategy.

But when it comes to measurement, marketers cite awareness and engagement factors ahead of hard metrics.

Among the most popular criteria for overall efforts in communicating with “new influencers” are click-throughs to website, unique visitors from influencers’ sites and websites’ search engine rankings.

In determining the most influential bloggers and podcasters, marketers use quantitative data such as web and blog search engine rankings, frequency of posting, page visits and site meter rankings.

The report also revealed that social media are perceived to be more effective when targeted at younger demographics, with the 18 to 25 age group being the most likely to be influenced.
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