Does Social Media Marketing Really Work? [Infographic]
Sixty-four percent of [US] business owners say social media marketing is a promising tactic and they believe it provides returns – but they aren’t willing to go all in with it just yet and favor a more cautious approach. Another 20% are more bullish on its potential, according to the same study, while just 6% are hardcore skeptics.
How do marketers and entrepreneurs measure whether social media marketing pays off? Most do so by measuring the accumulation of friends, likes, followers and other online connections. Thirty-nine percent look at shares of brand content, while 35% measure actual leads from social media. Just 18% measure success by overall brand awareness and favorability as gauged by consumer surveys.