– social-media-optimization.com 3/17/2011
With more and more businesses using social media, eMarketer estimates four out of five US businesses with at least 100 employees will be marketing on social media this year, it is interesting to note how measuring the success of those social media interactions are changing.
Site traffic, which was the top metric for social marketing success in 2010, will still be on top this year. But the emphasis on conversions is apparent as in 2011. The number of CMO’s measing conversions this year will be 65.7%, up from 32.6% in 2010. Conversions are now the number two metric, ahead of “soft” metrics like tallying fans and followers or the amount of positive buzz.
As the economy worldwide struggles to get out of its funk, it is no surprise that CMO’s are expecting a return on their investment, even from social media. I would be shocked if next year if Conversions is not the number one metric, ahead of Site Traffic.
It remains to be seen whether CMOs’ evolving focus will lead to a shift in which venues are perceived to be the most valuable, or what other changes might be in store in the social media marketing landscape.