Marketers Looking for More Social Measurability in 2010
No surprise here: the vast majority of marketers are expecting higher social media measurability in 2010.
The majority of respondents to a new Bazaarvoice/CMO Club survey 81% expect to link up to 10% of their annual revenues to their social media expenditures. However, over half of responents (53%) were unsure about their ROI from Twitter, while 50% were unclear about the value of LinkedIn. Half were also not sure how to measure the impact of industry blogs.
More than 64% of CMOs surveyed reported they plan to increase their social media budgets within the next year. The number of CMOs who dont hold social media accountable for sales will continue to dwindle, as nearly three-fourths of respondents (72%) who don't currently attach revenue to social spend plan to do so in 2010.
Top metrics reported for social media included site traffic (90%), number of page views (85%), and number of fans (83%).
The survey was conducted with 133 CMOs in September.
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