Marketers worldwide finally favor engagement metrics over vanity metrics like follower count, according to new research. Over half (53%) of international marketers surveyed said they use sentiment analysis extensively in measuring the success of social efforts – making sentiment the clear leader among other success metrics. While 27% still named follower count as an important metric, other leading metrics like comment count (22%) and click through rates (22%) show an increased focus on engagement in social.
The biggest barriers to effectively tracking these metrics? Time, resources, and talent. Over half (52%) of marketers cite lack of time to analyze social data, while 43% say they lack budget. About a third (32%) say their teams lack the expertise needed to uncover meaningful insights from the data.
The aims of social efforts may also reflect marketers’ focus on engagement. One in four international marketers use social to support other aspects of their campaigns, and 24% use social simply because their customers do. Interacting with customers where they gather makes campaigns and brands more engaging, when done right. Still, many are simply testing the social waters: 21% say they’re still just experimenting.
The study, Social Media Benchmark: Wave 2, was conducted by the Chartered Institute of Marketing, with support from Bazaarvoice and other partners. The graphic below reveals some of the biggest findings.