It may not come as a surprise to all, but a new report from eMarketer showing that listening and engaging on social has positive results is good validation to the marketers currently incorporating social listening into their overall marketing strategy.
The report provides some insight on how marketers measure success of social media initiatives and what those KPIs are. In this study, impressions (or reach), fans/likes, and customer satisfaction were the most referenced metrics.
Of US marketers who have seen positive impact by listening and engagement initiatives, where has it been felt the most?
- Brand Awareness: 63%
- Launch Results: 48%
- Customer Loyalty: 47%
- Leads: 34%
Listening and engaging is certainly not new, but from being in the industry there is one common question among marketers looking to get budget:
“What’s the ROI?” The answer is it’s all about what you do with the data. This study proves that.