Most unhappy with social media measurement, survey says

Overworked social media staff lack time—and sometimes the know-how—to measure their impact and monitor the Web, a new survey reveals.

Ragan Insider Premium Content
Ragan Insider Content

Measurement may be the hottest topic in social media, with everyone trying to figure out how all those tweets and Facebook updates affect the bottom line, but execution remains problematic.

The majority of those responsible for juggling social media aren’t entirely happy with measurement and monitoring, a Ragan/NASDAQ OMX Corporate Solutions survey reveals. (Download the survey’s findings here).

Some 69 percent are dissatisfied or only “somewhat satisfied” with how they measure all that work posting on Pinterest and soothing Facebook flamers. Only 31 percent are “satisfied” or “very satisfied,” and many say they lack the time to track such data or are generally uncertain about metrics.

“I’m not sure what to measure or how,” one survey participant wrote. “I know it’s important, but I can’t show my boss how many retweets a post received and expect him to care.”

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.