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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.

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Exclusive: Marketers to Add More Video, Mobile to Content Marketing Campaigns, Altimeter Study Finds

Content Marketing Inst.

A new content marketing study by Altimeter Group, an advisory firm that conducts independent research on new technologies, found that marketers plan to add more video, images and infographics to content marketing campaigns, as well as implement more mobile- and location-based initiatives. These changes come as marketers become more ambitious technologically and try to reduce reliance on advertising.