As social media becomes a more integral part of how company’s communicate, market and sell their products, it is becoming increasingly important to effectively measure and monitor what’s happening within the social media landscape – be it blogs, Twitter, Facebook, YouTube and Flickr, as well as traditional media.
So, it’s not surprising to see a poll by MarketingProfs show that 78% of respondents plan to enhance their social media measurement over the next six months, while only 18% indicate it will stay the same. The poll also found that 47% of respondents believe social media measuring is important, while 36% say it is somewhat important.
In terms of the challenges facing companies when it comes to social media monitoring and measurement, the biggest issue cited is “dedicated resources” (30%), followed by “don’t know what to measure” (25%) and “social media measurement isn’t primarily about ROI” (20%).
Given we’re in the social media analytics and monitoring business, it’s encouraging to see that companies have a growing interest in getting insight and information about the conversations taking place. Our services, MAP (social media analytics) and Heartbeat (social media monitoring), continue to see very solid traction from companies that need powerful, user-friendly tool to monitor, measure, assess and engage.