Social’s Value Measured in Engagement Over Sales

See on Scoop.itEnterprise Social Media

Engagement is the leading metric US marketers use to measure their social marketing outreach and the primary goal of their social campaigns. Brand lift was also important, while increasing sales was a lesser priority, according to research.

Mike Ellsworth‘s insight:

Interesting findings from a survey that show good news/bad news. The good news is that businesses are waking up to the fact that Likes and other superficial metrics aren’t where it’s at. Engagement is.


The bad news (which could actually also be good news) is that businesses are backing off of sales as a goal. While sales can certainly be accomplished via social media, backing off this as a goal could mean busineses actual step back and start to build relationships with their customers, which will then yield sales.


What do you think? Comment below.

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About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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