Altimeter Report: Social Marketing Analytics

Many companies are stumbling blindly into social media marketing, largely without measurement in place. This report evaluates numerous vendors with respect to business objectives and KPIs.

Date:

This report was put together by lead by Jeremiah Owyang (Altimeter Group) and John Lovett (Web Analytics Demystified) with input from many others, was based on interviews with dozens of companies who are active participants in social media.

Among findings:

Many companies are stumbling blindly into social media marketing, largely without measurement in place.
A pragmatic approach using metrics derived from sound business objectives minimizes confusion about the value of social efforts.
Existing social marketing measures and metrics fail to deliver actionable insights and offer little more than digital trivia
Technologies exist to facilitate data collection in diverse social media, but there are no silver bullets

This report also evaluates numerous vendors with respect to business objectives (Foster Dialog, Promote Advocacy, , Spur Innovation, ...) and KPIs (Audience Engagement, Resolution Rate, Sentiment Ratio, ...)

Here is Altimeter Report: Social Marketing Analytics