Marketers use a wide array of metrics to measure return on investment (ROI) from social media campaigns, according to a new study from King Fish Media, Hubspot and Junta 42. Results from indicate that out of quantitative measure and techniques marketers are using to measure the ROI of social media campaigns, the most popular directly measure the number of people responding. Almost all (93%) measure the number of visitors/page views, while 85% measure the number of fans/followers generated. Another 79% measure the traffic generated to the corporate site from social media. Some metrics measure the actions people take, such as number of comments posted (71%) and shared links (55%). Surprisingly, 43% of marketers say they have not yet measured the ROI of their social media efforts. Another 34% say social media efforts have met expectations, and 13% say they have exceeded expectations. In a positive sign for the effectiveness of social media as a marketing tool, only 8% of marketers say social media efforts performed worse than expected, with 2% considering them far below expectations.
