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Many Brands Don't Track Social Media Conversations

January 27, 2011

Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brandsaccording to a survey from Alterian.

Nearly one-third of surveyed marketers (31.4%) say they have little or no understanding about social media conversations around their brands, and 38.6% say they use a few ad-hoc tools to track and measure social media conversations.

Agencies are more likely than others to claim to be in tune with brand-related social conversations: 44% say they report regularly to management on the social media conversations happening around client brands, compared with 27% of marketers and 26% of MSPs (marketing services providers).

Below, other findings from Alterian's 8th annual marketer survey titled "How Engaged Is Your Brand?"

Website Personalization

Few (11%) marketers say they tailor website experiences to individual visitors. Some 55% say they concentrate on campaigns to drive website activity, and 34% say they use their company website as a corporate brochure.

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  • by Jeff Kryger Thu Jan 27, 2011 via web

    Nice insights. The very last part about the friction with IT certainly struck home. It always is frustrating when developing a campaign only to have IT fail to deliver (due to the items you mentioned)

  • by Danny Naz - Naz Creative Fri Jan 28, 2011 via web

    I am also seeing the friction as well. Not only with IT, but with business owners in general. They are not understanding the importance social media, from a branding stand point as well as a marketing stand point. We live in a fast paced environment, maybe the fastest the world has ever seen. What that means is a business owners, we need to learn to adapt faster or we will be left in the dust.

  • by Nick Stamoulis Fri Feb 4, 2011 via web

    I find it incredible that with all the hype around social media and the growing acceptance that it is an important component of online marketing, that so few companies are actively monitoring it. Keeping an eye on what consumers are saying about your brand is crucial to reputation management. With all the social media platforms out there, you don't even have to ask. Consumer opinion is out there for all to see.

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