Mike Volpe says, “Sophisticated marketers measure everything from website traffic and pageviews to form submissions and email click-through rates. But when measuring social media, most rely on fluffy metrics, such as “new followers” and “increased brand awareness.”

Only 1 in 3 marketers can measure the ROI of their social media efforts, according to Social Media Examiner. In other words, most businesses have no idea whether their social strategy is even working.

That wouldn’t have been surprising not too many years ago, when the world was still trying to make sense of Twitter and Facebook; as long as companies were present on social sites back then, marketing was doing its job. Today, though, these channels should be second nature for marketers, and not measuring their impact on the company’s bottom line is a big mistake”.

The No. 1 Social Media Mistake You’re Making (and Four Ways to Fix It)

MarketingProfs

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