The good news: many more businesses are measuring the impact of their social media marketing. The bad news: tons of them are doing it wrong.
The message is starting to get through to entrepreneurs: the difference between social media being simply a massive time suck and a valuable marketing tool is setting clear goals and measuring your progress towards them.
Here’s the data to prove it: “In our first survey, ‘do not measure’ was the most common response to questions about social business measurement. While more than half of the least socially mature companies in this year’s survey don’t measure their efforts, more than 90 percent of maturing companies actively do,” report the authors of the 2014 State of Social Business Report for the MIT Sloan Management Review.
