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CMO's here's a new social media metric for you

posted by Jeff Selig @ Monday, February 15, 2010 - 12:17 PM
I am still not sure how to react to the latest poll by eMarketer indicating Comparative Estimates: Leading Metric Used by Marketers to Measure Social Media Marketing Success, 2009.

Not a single mention of Social Media and tying results to ROI.

Stunned by the results of the survey is about all I can muster for a reaction. 76% polled, answered driving site traffic as their number one metric to gauge a successful social media campaign. Ouch!

Overdrive Interactive views social media as another channel and significant business unit that should be sharing in the responsibilities of ROI. I laugh too when people ask the ROI or value of putting your pants on, ok point taken. But surely at this stage of social marketing maturity we should be expecting more than just an increase in click through volume.

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