Gartner Research

Embrace a New Framework for Social Marketing Measurement

Published: 15 April 2016

ID: G00280418

Analyst(s): Jay Wilson , Christi Eubanks

Summary

Counting numbers of followers and tabulating "likes" were never effective ways to measure social marketing success. Today's social marketers must embrace new data and build competencies in various analytics methodologies to demonstrate the value of their efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Measure Short- and Long-Term Impact, but Move Away From Engagement
  • Consider Social's Role in the Whole Marketing Mix
  • Embrace Experimental Design, Even as Social Marketing Outgrows Its Avant-Garde Label
  • Funnel Dollars to Social Advertising for Better Social Measurement
  • What to Do Next

Case Study

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