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Brands Now Measuring Social Content Effectiveness

9 Jul, 2014 By: Doug McPherson

NEW YORK – A new study by Ipsos OTX for the Association of National Advertisers (ANA) says 80 percent of U.S. client-side marketers measure the effectiveness of their social content. But the metrics are lacking, the ANA found.

While most marketers are measuring social content effectiveness in some way, ANA noted they’re using “soft” metrics (such as “likes” – the most common – but also daily or monthly active users) over “solid” metrics (such as financially based measurements like return on investment and sales).

“Metrics that could identify business ramifications were not used nearly as much,” the report reads. “Content marketers are looking to the next step in the process: measuring the effectiveness of this content.”

May 2014 polling by Contently found that soft social metrics were used not only for measuring content on such platforms but also among the most popular ways marketers were measuring content marketing success overall. Nearly two-thirds of U.S. content marketers said they used social shares and “likes” to determine success, the second most popular metric. Conversions and sales fell at the low end again, cited by 42.1 percent.

The ANA says the study was conducted online during April to understand how marketers develop content for their brands’ social media platforms and how they test and measure the effectiveness of that content.

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