Are brands measuring social media marketing incorrectly?

A report from the Chartered Institute of Marketing (CIM) highlights the growing need for conversions, likes and engagement to be turned into something meaningful for marketers. 

Without data on the quality of online conversations, marketers can’t take full advantage of opportunities.

The study revealed that a third (35.5%) of the 900 UK marketers polled said that their social media activity was “not at all effective”, with only 13.7% reporting it was “extremely effective.”

Despite doubts over the effectiveness of social media, the study found that 74.5% of those surveyed expect to increase their investment in social media next year.

Read the full article here: Marketing Week