Measuring engagement is the key to evaluating return on investment from your social media campaigns

By the end of 2011, an overwhelming number of blue chip brands had committed significant budgets to the maintenance of a social media presence. Typically, these campaigns have involved coalescing communities around a handful of social network sites, miocroblogging through Twitter, and the creation of content hubs through Youtube and or corporate blogs.

While corporate marketing and communications staff are still largely focused on social media execution, the most advanced among them are already expressing frustration at their inability to quantify the performance and value of their efforts. According to a survey of 140 social media strategists by Altimeter, 48% of respondents identified measurement and ROI as an urgent need.

For the time being, however, the basis on which to measure social media is a hazy science to judge by the hundreds of contradictory articles and indicators in the blogosphere.

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