When Will Social Media Measurement Mature? Marketers have a chance to establish metrics that matter

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©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer 

Marketers know that counting fans, “likes” and followers is not the best way to measure success in social media marketing. Yet these metrics are often the top benchmarks for performance. It’s not surprising, then, that marketers consider calculating return on investment to be the biggest challenge of using social media, and that a majority of them believe they cannot measure social media campaigns effectively.

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