Altimeter Group recently studied the internal goals in corporate social strategy. The top priority stated by 48% of companies was “Creating ROI Measurements”.
Hypatia Research showed management’s expectations of the return on social communities are rather low.
Research by Chief Marketer shows that the number of likes, friends & followers are the most used metrics by 60% of U.S. B2C and B2B marketers.
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There exists great controversy about the use of ‘reach’ metrics.
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I noticed strong correlations between all of the metrics. This means that reach, amplification, conversations and sentiment appear to measure the same kind of digital influence.
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