Over three quarters (86 per cent) of companies measure the success of a social media campaign by the number of followers or likes, while 31 per cent judge it on sales, a Ragan/NASDAQ OMX Corporate Solutions survey has found.
The survey, which asked 2,714 communicators how their companies use social media, discovered that 27 per cent of companies are not satisfied at all with their social media campaigns, while 42 per cent are ‘somewhat’ satisfied, 26 per cent are satisfied and only five per cent are highly satisfied.
However, this lack of satisfaction might be because almost two thirds admit there are roadblocks in their way to measuring the success of a campaign, with the biggest obstacles to measuring social media being a lack of time (65 per cent) and manpower (63 per cent).
It was found that the major goals of a social media campaign are to increase brand awareness, increase traffic and improve reputation.
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