Social-media measurement is top of mind among marketers surveyed in an informal poll by MarketingProfs: 47% of respondents say social media measurement is important to them; another 36% say it is somewhat important.
Those findings are not surprising, considering Forrester projects that companies will spend some $3.1 billion annually on social media by 2014 ("US Interactive Marketing Forecast, 2009 to 2014," Forrester Research, July 6, 2009).
However, only 21% of marketers say they are now adequately measuring the impact of social-media campaigns in terms of tangible results, according to the MarketingProfs poll results, released as part of a collection of case studies ("Social Media ROI Success Stories: How 11 companies—like OfficeMax, Nissan, BMC and Microsoft—are listening, engaging and measuring").
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