Monday, March 19, 2012

If the Tech People Can't Measure Social Media ROI, Who Can?

If tech firms can't do it, where does that leave the rest of us?

While nearly half (49%) of technology executives say that their firm will increase their expenditure on social media in the next 12 months, over half (57%) say they are unable to accurately measure the impact of the investment. By contrast, only 23% say they can measure it, according to a Eurocom Worldwide study. 

Wow - if the tech people don't know the value of social media - then who does? I mean really, so much money is spent on this distribution channel and we have no idea what we're getting back. That's pretty incredible. 

A Plug for Online PR

The survey finds that 74% of respondents consider online PR to be very or quite important for their company’s search engine optimization (SEO) with 37% saying it is very important.

“The significant role of online PR in search engine optimization is often underrated but clearly not by technology firms,” commented Mads Christensen, Network Director, Eurocom Worldwide.

Respondents to the survey were also asked about the primary source of social media content and messaging for their company. The majority (78%) cite in-house sources with PR agencies the second most important source at 12%. Digital marketing agencies and advertising agencies combined account for the remaining 10%. 

The study also highlighted that one out of five technology firms has rejected a job applicant because of something he or she included on a social media profile. 

So remember, watch what you say and what you video. And tell your kids to do the same. And most important, remind them to use the privacy settings on Facebook. 

1 comment:

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