Newsletter signup:

The business of social media marketing, storytelling and gamification

Social Business

Integrating social business thinking and technologies throughout the enterprise.

Social Analytics

The business of social media listening, understanding and reputation


Social media meets social responsibility.

Social Commerce

Where social media relationships translate into transactions

Home » industry research, News, Social Analytics

Less than a quarter of marketing departments know what to do with social data

Submitted by on September 7, 2012 – 9:02 amNo Comment

New research from Econsultancy and Adobe reveals that while the majority of large businesses regard social media as a key player within their business strategies, less than a quarter (22 percent) agree that ‘they are able to harness social data’.

The sixth Quarterly Digital Intelligence Briefing, ‘Managing and Measuring Social’, also shows that 70 percent of marketers across agency and client-side business believe that ‘social media needs to be more rooted in data’.

Based on a survey of more than 650 digital marketers, the report found that many companies are struggling to define objectives for their social activity and to measure success appropriately (around three quarters of client-side respondents agree that measuring the impact of social is ‘very difficult’).

Indeed, only 28 percent of smaller companies and 42 percent of the larger companies surveyed said they measured their performance against defined social media objectives

Neil Morgan, Senior Director, Digital Marketing Solutions, Adobe EMEA, said: “We are excited by the insights revealed in this survey. While it is apparent that the social space is maturing, it is also very clear that there is a need to better manage and measure social media efforts.”

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.