The Future in Social Media Measurement

The Future in Social Media Measurement


In a recent interview done by Event Marketer, Oracle’s Content Marketing Director Paul Way shares his predictions on what’s next in social media measurement. More from this chat here. As Way explains below, Adobe’s main focus is to “measure the level of conversation around a particular topic prior to us [Adobe] doing a campaign and actually looking at that same thing after the campaign is over to try and determine how we moved the needle on that topic and that our company.” 

Just last month in the February 2016 edition of The CMO Survey, it was discovered that social media spend will account for 20.9 percent of marketing budgets (10.6 percent currently) across industries in the next five years. However, there is room for performance improvement as 40 percent of marketers state that social media’s contribution to their organization’s success has been “below average.”The Contribution of Social Media to Company Performance Pie Chart

“The findings show that while social, mobile and analytics spending is on the rise, they’re falling short when it comes to boosting the bottom line,” said Deloitte CMO Diana O’Brien. “It’s clear that more data doesn’t always equate to more insight, and new technology has no intrinsic value to marketers unless it helps a company better understand its customers and enhances the customer experience.”

Pie Chart Courtesy: Duke’s Fuqua School of Business