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A new survey from MarketingSherpa revealed that marketers are still measuring just the basic aspects of their social media campaigns with stats easily obtained from free sources. The chart shows responses to the question: "What metrics do you use to monitor and measure the impact of social media?"
MarketingSherpa reports that:
“Organizations use a wide variety of tools, and use multiple tools in tandem, to monitor the dialogue related to their company, brand and competitors across blogs and other social media sites. Not surprisingly, free tools such as Google Search, Google Alerts, Twitter Search and Yahoo! Search, top the list and are used much more broadly than fee-based tools.”
To really dive down into the details marketers are going to have to pay for advanced social media measurement services like Alterian SM2 or Radian6. For now, with this still an emerging medium, most people are getting by with the free tools. As the space matures and ROI becomes more defined, I suspect you’ll see those bottom areas increase in response.
The complete report and details on the survey can be found at http://www.marketingsherpa.com/article/chart/social-metrics-monitored.