Online Listings

Shares and Share A Like: Measuring The Effectiveness of Social Content

By | 07.09.14

Shares and Share A Like: Measuring The Effectiveness of Social Content

In a recent survey (April 2014) for the Association of National Advertisers (ANA), research firm Ispsos OTX found that brands that use social media as part of their content marketing approach use proxy metrics as their primary means of measuring effectiveness of content.

The study revealed that the most common measurement statistics cited were Facebook “likes” (89 percent) and clickthroughs (87 percent), an indication that brand awareness is a desired objective; less than 25 percent of the respondents identified sales as a means of determining effectiveness.

The results of this survey were reinforced a month later by Contently, whose May 2014 poll found that brand awareness was the goal cited by almost 73 percent of marketers as the purpose of social content. Within this, 65 percent of marketers relied on social shares and likes for determining the efficacy of their content, while only 42 percent cited sales as a measure. Curiously, seven percent of the respondents do not monitor the success of their online content at all.

The ANA report also found that posts to social media platforms were the most prevalent social media content, and considered the most effective content type by a wide margin.

References:
eMarketer. “Finally, Most Brands Measuring Social Content Effectiveness”; June 30, 2014.

Association of National Advertisers. “Infographics: 2014 ANA Social Media Content Development Survey”; June 16, 2014.

Contently, “A Crisis of Confidence: The State of Content Marketing Measurement”; May 2014.

(Visited 36 times, 1 visits today)
Share on: Share to Facebook Share to Twitter Share to LinkedIn

Like what you see?
Get more free content.

Next Up In Online Listings

Thryv and Mastercard Join Forces, Helping Transform Small Businesses

Online Listings

Thryv and Mastercard Join Forces, Helping Transform Small Businesses

Updating your business to keep up with customer demands is challenging. And right now – digital payments are what...

Read More

Introducing: Thryv’s Google My Business Dashboard

Google My Business

Introducing: Thryv’s Google My Business Dashboard

You already know that Thryv is deeply integrated with Google to help you get found when customers need your...

Read More

“Near me” Searches are on the Rise – Is Your Small Business Showing Up?

Google My Business

“Near me” Searches are on the Rise – Is Your Small Business Showing Up?

Google searches including the phrase “near me today/tonight” have risen 900% in recent years. Yes, you read that right....

Read More