According to the 2015 Social Media Marketing Trends report produced by TrustRadius, measuring ROI is the biggest challenge faced by social media marketers today.
More specifically, 60% of respondents cited ROI as a top three challenge in their role and tying social media strategies to business outcomes was highlighted by 50% as another primary challenge.
Also featured on the list of top challenges were developing a social media strategy; securing adequate internal resources; and tracking results in a centralised dashboard.
The report authors wrote: “Companies of all sizes and maturity levels are struggling to prove the value of their social programs.
“Social media activities can be difficult to quantify, and marketers are trapped between readily available ‘vanity metrics’ such as likes and followers and difficult-to-measure objectives such as brand awareness.”
Audience engagement – something we often talk about the importance of – was mentioned by 80% of respondents as their most valuable metric for measuring the overall success of their social media campaigns.
In contrast, just 51% cited website traffic as their most valuable metric, which further highlights just how highly companies regard audience engagement and shows that social media isn’t just about driving traffic to your website.
Despite businesses facing many challenges when it comes to social media marketing, B2B marketers are planning to increase their focus on social media this year, according to the 2015 Social Media Marketing Industry Report from the guys over at Social Media Examiner.
The report says that Instagram, LinkedIn and, of course, Facebook, are all areas of future interest for B2B marketers. In fact, according to the report, 71% of B2B marketers want to learn more about using LinkedIn for their marketing campaigns. Facebook and Instagram were highlighted by 57% and 39% respectively.
It seems that B2B marketers are really trying to get a grasp of social media marketing and unlocking real ROI as a result.
What are your thoughts? Is ROI your biggest challenge when it comes to social media?