Survey examines social media measurability

Category: Social Media

May 7th 09, 12:00

A new study has revealed that online marketers view ads placed on blogs and social networks as the social media channel that offers the most accurate measurability.

According to MarketingSherpa, almost one-third of marketers believe they are able to measure the effectiveness of social media ads very accurately.

This is compared with a figure of 18 per cent for online news release distribution and 15 per cent for user ratings and reviews.

Company blogs were rated as offering low accuracy in measurement by 58 per cent of respondents, with 57 per cent stating the same about blogger or online journalist relations.

Despite this, marketers should consider the qualitative benefits offered by blogs, MarketingSherpa said.

It stated: "The value is derived not from the quantity of comments in response to a blog posting, for example, but from the quality of the comments."

Six in ten of the US online retailers intending to invest more in marketing this year will increase their social media budgets, according to a recent Forrester Research and Shop.org report.

This news story was brought to you by Bluhalo, a leading UK digital agency.


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