Gartner Research

CMO Insight: How to Strategically Measure Your Social Marketing ROI

Published: 09 August 2016

ID: G00310658

Analyst(s): Jay Wilson

Summary

Marketers view social media as one of the most effective marketing channels for customer buying. But CMOs struggle to quantify the ROI. Metrics often focus on vanity measures like number of followers rather than business outcomes. To succeed, measure performance against business objectives.

Table Of Contents

Upshot

What You Need to Know

  • Refocus Your Social Marketing Strategy on the Customer Journey
  • Embrace a New Framework for Social Marketing Measurement
  • Measure Social Marketing ROI

What You Need to Do

  • Do This First

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