B2C Outpacing B2B in Social Measurement

eMarketer, 9/9/10

B2Bs focus less on hits and followers, more on sales

Social media marketing has become mainstream, but the best metrics to determine social success still appear to be up for debate, with substantial percentages of marketers measuring a variety of things including hits, repeat visits, conversions and number of followers or friends.

According to “The CMO Study” from Duke University’s Fuqua School of Business and the American Marketing Association, social metric usage varies depending on whether a marketer is focused on selling to businesses or consumers, as well as whether the firm markets a product or a service. Business-to-consumer (B2C) product firms had the highest usage of the top six overall metrics, including sales levels and revenues per customer.

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