Social Media Research Reveals Need for Measurements to Improve Effectiveness


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Lenskold Group’s 7th annual Marketing ROI & Measurement Study provides
insights into social media measurement practices.

Manasquan, NJ, December 6, 2011 – More marketers indicate that measurement
of their social
media is a high priority, primarily to improve effectiveness and
integration, according to the
Lenskold Group 2011 Marketing ROI & Measurement Study released today
(available at More than three out of four marketers are
using social
media to promote their business and, once they emerge from a testing phase,
find both a need
and pressure to measure and improve effectiveness.

Interestingly, when rating the strengths of their social media measurement
capabilities, less than
half of marketers surveyed report strengths in any one outcome, including
basic measurements
such as engagement and participation. However, given the early adoption
stage of social media
marketing and the measurement challenges, it is encouraging that roughly 20%
of marketers
currently have strengths in their ability to measure incremental sales,
revenue and ROI.

The research study, conducted with a worldwide sample of 362 marketers,
examined marketing
ROI use and social media measurement practices. Key findings include:
. Just over half of those marketers using social media indicate measurements
are a high
. The drivers of this high priority for measurements include the need for
effectiveness, the need for better integration and pressure from executives.
. Those companies using marketing ROI metrics to assess and improve their
marketing effectiveness have advantages in outgrowing competitors and having
effective and efficient marketing programs
. Users of marketing ROI Metrics for general marketing have carried this
discipline into
social media measurements, demonstrating broader capabilities and greater
strengths in
measuring incremental sales, revenue, and ROI.

“As social media marketing becomes more strategic at influencing behaviors
aligned to financial
outcomes, measurements must keep pace,” according to Jim Lenskold, President
of the
Lenskold Group. “Basic measurements that track engagement are fine when
first experimenting
with social media. But in order to build executive confidence and scale
social media programs,
marketers must effectively integrate this channel with other marketing in
the overall mix to
generate sales outcomes.”

The full 20-page report, available at for
free download,
includes an executive summary, recommendations and detailed findings.

About Lenskold Group
Lenskold Group offers one of the most comprehensive and innovative
approaches to applying
marketing ROI techniques and tools to plan, measure and optimize marketing
strategies toward
maximum profitability. Lenskold Group combines financial discipline and a
unique blend of
measurement methodologies to deliver practical solutions that establish
accountability and
credibility for marketing organizations. The company has delivered
high-quality consulting and
marketing services to generate profitable growth for a broad range of client
companies since
1997. Our team of accomplished professionals provides cohesive and
comprehensive solutions
in the area of marketing ROI processes, measurements and analytics. Company
President and
Founder, Jim Lenskold, is author of the award-winning book, Marketing
ROI, The Path to
Campaign, Customer and Corporate Profitability.

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