Few Large Companies Use Clear Metrics to Link Social Activities With Biz Outcomes
Marketing Charts
While 61% of large companies (with more than 1,000 employees) agree that their social strategy is connected to business goals and outcomes, just 34% say there are clear metrics used throughout the organization that associate social activities with business outcomes, finds Altimeter Group [pdf] in a new research study. The research was limited to large companies currently with social media initiatives in place, 36% of whom began their programs within the past 2 years, suggesting that the market is still growing.
The study findings suggest that many of these socially active organizations have limited strategies in place. Only 52% “somewhat” or “strongly” agreed that their social strategy includes a detailed roadmap for what it will do – and also not do – over the next 1+ years. Even fewer (48%) agreed that a long-term vision for how social media will improve customer relationships has been articulated. Another cause for concern: only about half of the respondents said that top executives are informed, engaged, and aligned with their social strategy.