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Insight/ Online Media

Why Marketers Aren’t Giving Social The Credit It Deserves

Despite how pervasive it has become, social media isn’t being recognized for driving Web site traffic, engagement and revenue like it should be. However, the solution to giving social media its just due and measuring its true value may lie in making some simple adjustments to how its contributions are captured and measured.

Because social marketing is still so new, best practices for measuring the effectiveness of social efforts are still evolving. What’s more, many senior marketers remain skeptical of social media’s concrete value and its measurability, despite committing an increasing percentage of their budget toward social channels. So what’s the best way to measure the impact of social media? And how can marketers more accurately attribute value to the role that social media–a channel they’re clearly embracing but struggling to validate–provides to marketing and advertising campaigns?

To answer these questions, Adobe Digital Index interviewed social media analytics experts and analyzed 1.7 billion visits to the Web sites of more than 225 U.S. companies in the media, retail, and travel industries. This research resulted in three major findings.

Click here to download a copy of your complimentary of the report, "Why Marketers Aren't Giving Social The Credit It Deserves" (PDF).

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