The rush for social media engagement metrics, such as ‘likes’, ‘follows’, ‘retweets’ or Google ‘+1s’ has resulted in confusion over how much this social interaction is actually worth to a brand. This infographic, from Google’s Wildfire, looks at how large companies are measuring their social media success.
Key findings:
• 42% of brands say the #1 impact of social is increased engagement (24/7 customer interaction is a distant second at 12%).
• 90% of brands agree that it’s crucial to integrate social into their other digital media initiatives.
• 57% of companies say content shares are the most important social metric, but conversion impact is closing the gap at 54%.
Source: Wildfire
