MERCADEO Versión en español
Brands still struggling to measure Twitters ROI
Patricia Molina| 21 de marzo de 2014
Las marcas utilizan Twitter para impulsar los esfuerzos de mercadeo
Despite Twitters bountiful debut on the stock market, brands that use the social network remain unsure about its real value as a marketing tool.A recent survey taken by Social Media Marketing University found that measuring results and ROI is the biggest challenge to those using the platform for marketing (45 percent), followed by audience building (42 percent) and generating engagement (27 percent).Nonetheless, more than 64.9 percent of brands agree that Twitter is an efficient marketing tool, while 30.6 percent remain undecided.”Social media has become a significant play in the marketing world, so much so that brands are almost forced to leverage it, even if they are unsure of its value,” says John Souza, founder of Social Media Marketing University.Among the surveys discoveries is that 96.2 percent of brands using Twitter as a marketing device say they have difficulties with the platform when it comes to achieving specific goals.Meanwhile, 16.9 percent of brands are unaware of Twitters paid services such as in-depth analytics and promoted tweets, while 34.7 percent are not currently interested in using those services.The truth is that todays brands use Twitter chiefly to generate engagement (62.4 percent), boost brand awareness (62.4 percent), establish relations with influencers (62.4 percent), and monitor brand mentions (58.4 percent).
