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For Brands, Social Media Shows Returns but
Measurement Hurdles Remain
MAY 1, 2012 
Executives see improvements in marketing and sales
efforts, and market share gains as a result of well­
planned campaigns
C­suite executives are increasingly convinced
of the benefits of engaging with their
customers on social media platforms. A
February 2012 survey of 329 senior executives in North America by
management and digital consulting firm PulsePoint Group and the
Economist Intelligence Unit found that the vast majority of companies
who had invested in social media saw a positive shift in their bottom line
as a result.
Executives who said their companies had established an extensive social
media presence reported a return on investment that was more than
four times that of companies with little or no social network engagement
activity.
The benefits of social media were especially pronounced in a few select
areas. Fully 84% of executives polled said that social media campaigns
had increased the effectiveness of marketing and sales efforts, while
81% said a social media presence had helped their companies increase
market share.
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Space is limited.
Companies should use social media to create spaces for consumers to
have meaningful conversations with employees and other stakeholders.
Almost seven in 10 respondents said they had seen a spike in their sales
by letting customers talk about their brands on social media platforms,
even if some of that dialogue was negative. This kind of approach builds
trust and credibility with consumers, potentially transforming them into
brand advocates whose value is immense, if difficult to measure.
Despite these positive signs for social media campaigns, assessments of
their effectiveness remain largely subjective. Almost half of executives
said that the major impediment to social media campaigns was the lack
of a standardized metric that can measure a return on investment.
While measuring followers and Facebook “likes” provides marketers with
a hard number, no one yet knows how those numbers translate into a
quantifiable return for brands.
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For brands, social media shows returns but measurement hurdles remain e marketer

  • 1. 5/1/12 For Brands, Social Media Shows Returns but Measurement Hurdles Remain ‑ eMarketer 1/3www.emarketer.com/Article.aspx?id=1009011&R=1009011 Home Corporate Subscriptions Newsletter Articles Blog About eMarketer Contact Get the latest articles delivered for free. Click here to get the eMarketer Daily newsletter. Research and Analysis on Digital Marketing and Media Objective Analysis of Internet Market Trends Data from over 4,000 Worldwide Sources Latest Articles DAILY NEWSLETTER The eMarketer  Daily Newsletter Sign Up Now—Free Online Travel Shoppers Respond Best to Intuitive Ecommerce Experiences For Brands, Social Media Shows Returns but Measurement Hurdles Remain Latin American Web Users Highly Engaged Olympics Lift Ad Spending Growth in the UK Hispanics to Spend $500 Million on Mobile Apps in 2012 See All Articles eMARKETER WEBINAR Free Newsletter | eMarketer Blog Print  |  Email  |  RSS  |  More Articles    For Brands, Social Media Shows Returns but Measurement Hurdles Remain MAY 1, 2012  Executives see improvements in marketing and sales efforts, and market share gains as a result of well­ planned campaigns C­suite executives are increasingly convinced of the benefits of engaging with their customers on social media platforms. A February 2012 survey of 329 senior executives in North America by management and digital consulting firm PulsePoint Group and the Economist Intelligence Unit found that the vast majority of companies who had invested in social media saw a positive shift in their bottom line as a result. Executives who said their companies had established an extensive social media presence reported a return on investment that was more than four times that of companies with little or no social network engagement activity. The benefits of social media were especially pronounced in a few select areas. Fully 84% of executives polled said that social media campaigns had increased the effectiveness of marketing and sales efforts, while 81% said a social media presence had helped their companies increase market share. Look Inside eMarketer See how leading marketers use eMarketer to develop successful new digital marketing and media strategies. Get Total Access. Advertisement Advertisement LATEST BLOG POSTS eMarketer Webinar: How & Why B2B Marketers are Turning to Social Media April 20, 2012: eMarketer in the News eMarketer Webinar: Social Media in the Marketing Mix—Global Best Practices April 13, 2012: eMarketer in the News April 6, 2012: eMarketer in the News
  • 2. 5/1/12 For Brands, Social Media Shows Returns but Measurement Hurdles Remain ‑ eMarketer 2/3www.emarketer.com/Article.aspx?id=1009011&R=1009011 Home | Corporate Subscriptions | Newsletter | Articles | About | Advertise | Contact | Login | Privacy  Join eMarketer Writer/Analyst Kimberly Maul for a free webinar: How & Why B2B Marketers are Turning to Social Media  Thursday, May 17, 1 pm ET Sponsored by: Eloqua Click here to register  Space is limited. Companies should use social media to create spaces for consumers to have meaningful conversations with employees and other stakeholders. Almost seven in 10 respondents said they had seen a spike in their sales by letting customers talk about their brands on social media platforms, even if some of that dialogue was negative. This kind of approach builds trust and credibility with consumers, potentially transforming them into brand advocates whose value is immense, if difficult to measure. Despite these positive signs for social media campaigns, assessments of their effectiveness remain largely subjective. Almost half of executives said that the major impediment to social media campaigns was the lack of a standardized metric that can measure a return on investment. While measuring followers and Facebook “likes” provides marketers with a hard number, no one yet knows how those numbers translate into a quantifiable return for brands. Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more. Check out today’s other articles, “Online Travel Shoppers Respond Best to Intuitive Ecommerce Experiences” and “Latin American Web Users Highly Engaged.”    Get more articles like this one delivered every day. Click here for the eMarketer Daily newsletter.  Read More Articles       Email This Article       Print  RSS Feed  Add eMarketer to Google Toolbar See All Recent Blog Posts  
  • 3. 5/1/12 For Brands, Social Media Shows Returns but Measurement Hurdles Remain ‑ eMarketer 3/3www.emarketer.com/Article.aspx?id=1009011&R=1009011 Home | Corporate Subscriptions | Newsletter | Articles | About | Advertise | Contact | Login | Privacy  Copyright ©2012 eMarketer Inc. All Rights Reserved. | List of Sources Email Marketing by Listrak™