Measuring the effectiveness of social media campaigns is something marketers have been grappling with for some time.
According to a survey of more than 700 marketers worldwide, however, a quarter are looking at increases in revenue, while 38 percent count raw increased “likes,” comments and interactions on Facebook.
Facebook fans have higher conversion rates and make more frequent purchases, according to 18 percent of respondents.
As more companies integrate social into their overall strategies, 97 percent of those surveyed agreed social media provides benefits and value to their business.
Nearly 90 percent told marketing software company Wildfire Interactive that social media helped grow brand awareness.
More than half said it led to growth in sales and partnerships and an additional 41 percent said it helped reduce costs.