Most businesses simply don’t measure the impact of their social media marketing. The reason is often that they don’t have the tools.
Traditional measuring tools such as some Web Analytics platforms can be incapable of measuring social media. More advanced (and expensive) Web Analytics applications however often can.
Remember the ShareThis data I talked about (“ShareThis: email leads the pack in content sharing”) several days ago?
Well, today the people at eMarketer wrote an article about the topic too, doing what they do well: aggregating studies with data about one theme and adding nice graphics to it (I’m not saying this is bad, selling aggregated and own survey content and reports is their business).
eMarketer in fact, took the data from the ShareThis report (which I only partially covered) and data from the recent StrongMail ‘Social Influence Benchmark’ I posted about a few days ago.