Survey: marketers fall short on social media tracking

CHICAGO: Two-thirds of marketers of don't have a strong grasp on the social media conversations around their brand, according to a survey by Alterian.

CHICAGO: Two-thirds of marketers of don't have a strong grasp on the social media conversations around their brand, according to a survey by integrated marketing products business Alterian.

The company's eighth annual survey, “How Engaged is Your Brand” polled 1,500 marketers, agencies, and service providers worldwide.

Seventy percent of those polled said they either have minimal to no understanding of tools that track and measure social media conversations. Yet, nearly 80% said they worry their brand is at risk from not being as engaged or not having a grasp of the online conversations happening around their brand.

“The Alterian survey results show the majority of brands lack direction on what exactly to measure and analyze, how to go about it, and how utilize that information to continually improve on their marketing efforts,” said Alterian CEO David Eldridge.

On the budget and spending front, over half of the survey respondents said they expect an uptick in marketing spending by 5% to 25% over the next year. Seventy-five percent expect their social and digital marketing spending to increase in 2011.

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