“The most significant issue for ad buyers,” reads a recent report from MIT Technology Review, “is that they don’t know if the ads are working, like they do on desktop computers.” The report cites data from the Interactive Advertising Bureau, which indicates that all media depend critically upon reliable metrics for audience reach.
The same, however, is also true of social media.
If you’re in the business of using social media for business then, like many, you’ll have faced a specific problem: how do you measure ROI?
“It’s proven to be a particularly difficult nut to crack, largely because the tried-and-tested methods of measuring return on investment that marketers and brands have used in the past (for example, sales and footfall) don’t necessarily apply well to social media channels such as Twitter and Facebook, which present a range of metrics that are somewhat unique to them, such as digital engagement, social proof and cross-channel impact (i.e., mobile),” says Shea Bennett of AllTwitter. “And as the demand to better understand and measure social media ROI has grown, so too has the need for bespoke social media analytics software, apps and tools.”
A new infographic from Quintly takes a look at the current state of social media analytics. You can check it out below.