This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS16 December 2009

Social marketing measurability set to take off in 2010

US— The next twelve months will see a push towards better ROI measurement of social media marketing, a survey of 133 chief marketing officers by Bazaarvoice and the CMO Club suggests.

Eighty-one per cent of those surveyed said they would link revenues to social media investment in 2010 – up from just 44% this year. The most-used metrics, according to the study, were site traffic, page views and number of fans, but the fastest-growing metrics were those linked to more concrete business results: revenue, conversion and average order value.

Bazaarvoice, which produces software for social media marketing, said measurability will “become universal” in 2010. The firm’s CMO Sam Decker said: “While not all brands know how to measure direct results, they strive to focus on business-generating impacts, rather than sheer volume of social interactions. More and more, brands will focus their social initiatives to drive commerce.”