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The Measurement Gap in Social Media

Professionals in marketing, public relations, social media and related fields all struggle with how to measure quantitative results for clients. There are fierce debates on the metrics that matter, and how to best present ROI to clients. All communication pros utilize social media, whether supporting the function with messaging and strategy or through direct management. While most people agree that social media has value, new research from Wharton professor, Lynn Wu reveals that “only 15% of executives can quantitatively see the impact of social media on their bottom lines.” Clearly, we have a problem. In the video below, Wu discusses the study and the need for data skills.. As practitioners, we must not only be expert at the work but in translating our value for clients.

What are your thoughts on the research? Are you confident in your data skills or is it an area that you would love further development? Let us know in the comments!