Social’s Value Measured in Engagement Over Sales

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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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