Econsultancy’s Q3 2012 Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.

The research is based on a survey of more than 650 marketing professionals from agencies and the client-side, a near-equal mix of B2C and B2B across industries in Europe and North America with a concentration in the UK and US.

The following sections are featured in the report:

  • Not just a branding awareness channel; social permeates the whole enterprise
  • Social KPIs can be business KPIs… and they should be
  • Social ROI doesn’t end at direct sales
  • Marketing attribution: understanding the helping role of social
  • Failure to use social data within enterprises to optimise marketing
  • Integration needs knowledge… knowledge needs data… data needs tech
  • The role of technology… and where it can fall short
  • Your audience is complex, so is your social landscape
  • Punching above its weight: social still a small direct investment

 Findings include:

  • Nearly 70% of respondents believe that social media needs to be more rooted in data, but less than 25% are leveraging social data to optimise their marketing strategies.
  • Around three quarters of client-side respondents agree that measuring the impact of social is “very difficult”.
  • Enterprise-level businesses are more likely than smaller companies to be tracking revenue generated (directly) by social media activity, and also sales where social has assisted.

The sixth Quarterly Digital Intelligence Briefing also contains a matrix describing the three stages companies typically go through when measuring social media and how they can map social metrics and key performance indicators (KPIs) to business objectives.

Econsultancy’s Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.