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BizReport : Social Marketing : May 01, 2012


Only 1 in 10 UK businesses measure social media success

A recent survey by EPiServer found that social media is a bit hit with marketers but when it comes to measuring its benefits and success most were left scratching their heads.

by Helen Leggatt

episerver logo.pngOf the 250 UK marketing decision makers surveyed by EPiServer over three-quarters (77%) were running an online community and just over a third (35%) have been using social media for over a year. Sixty-five percent of those firms have an official Facebook presence, and 60% are on Twitter.

Of those using social media marketing 30% claimed it had increased customer loyalty, a quarter claimed it had increased traffic to their websites and 21% reported an increase in sales.

Quite how these marketers can be so sure of social's influence on their business isn't quite clear because only 1 in 10 employed effective means of measurement.

"Many companies are overwhelmed with having multiple social media channels to maintain simultaneously, and just keeping them operational can be time-consuming," said Maria Wasing, a vice president at EPiServer.

"The key to effective measurement lies in keeping it simple to manage. Many companies are overwhelmed with having multiple social media channels to maintain simultaneously, and just keeping them operational can be time-consuming."

The report, "Tackling the social challenge", can be downloaded here.






Tags: marketing metrics, measurement, online community, research, social marketing, social media, UK








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