• Only 23% of Marketers “Like” Their Social Analytics Tools

    As investments in social marketing continue to rapidly grow, senior executives are taking notice, and requiring economic justification accountability. Frugalnomics reigns, and marketers are taking notice, implementing social monitoring tools to help prove the business value of social media marketing.

    The good news, a new study indicates that:

    • Nearly 95% indicate that monitoring their brands is important to the overall marketing agenda
    • Three quarters of marketing executives surveyed have done something about it, are actively monitoring Social Media through the use of both paid and free tools.

    The bad news, the survey of over 200 marketers from Web Liquid indicates that:

    • Only 23% are very satisfied with their social analytics tools,
    • Over half of those doing social media monitoring rely solely on Google Alerts, a basic practice cautioned against by many experts.

    The Bottom Line

    Marketers do understand that a gap exists between what is needed and what has been implemented to monitor and optimize activities and provide executive accountability. This need is driving increased demand for social media monitoring solutions, with survey results indicating that 63% plan on increasing monitoring tool investments over the next 12 months.

    Source:Marketers & Social Media Monitoring Survey 2011 – RSW/US & Web Liquid Survey Conducted May/June 2011

    Tom Pisello, The ROI Guy, and Chairman and Founder of Akonna, has been developing measurement software for ROI and economic justification for the past 20 years.  Tom’s newest creation, Akonna, is an emerging Saas provider for measuring, proving and improving the ROI of marketing campaigns and social media efforts.  For more information about Akonna, please visit www.akonna.com.

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