Dramatic Difference in Approach to Social Media Metrics
Measurement will look more toward the bottom line
Marketers appear to be inching closer to answering the question of social media ROI—or at least making a serious effort—as the stakes get higher.
eMarketer estimates four out of five US businesses with at least 100 employees will be marketing on social media this year, and US ad spending on social networks is expected to reach over $3 billion. And according to research from Bazaarvoice and The CMO Club, marketers are planning to change the way they measure the effectiveness of those dollars.
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