Most marketers agree that spends on social media directly impact revenue

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2019, 12:47 PM UTC

But they struggle in communicating its value to the company.

This article cites a Sprout Social survey which says 90% of the marketers agree that brand revenue is affected by social media marketing spends. But, only 63% said that they frequently discuss ROI or social media metrics with company executives.

According to the survey, 50% of consumers follow brands’ social media accounts for updates about new products and services, while 48% follow them for entertainment. Consumers tend to engage more with social media posts that are either entertaining or inspiring.

34% of marketers consider revenue attribution as engagement, while 32% think engagement leads consumers to take action. This piece also warns that consumers are likely to unfollow brands if they post excessive promotional, social or political content on social networks.

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