In capitalising on the growing popularity of social media marketing, marketers are missing out on potential data analysis opportunities, according to an article by Forbes.

Facebook is the main example focused on, with the article stating that the inability for marketers to access data on, for example, where the traffic to that particular fan page is being directed from, how long people are spending there and where they’re navigating around the page.

While the social networking site has its own advertising platform, it is much harder to integrate with additional analytics services – making measuring any data extremely difficult.

Commenting on the issue, Chris Bowler, social media vice president at Razorfish, said: “We are absolutely at the disposal of Facebook regarding these metrics,” adding: “we can’t connect the dots.”

As a response to the issue, Facebook has stated it is planning to expand the tools available to owners of fan pages.

Spokesperson for Facebook, Annie Ta, said: “As we choose which metrics to prioritize, we will focus on those that allow page administrators to most effectively optimize their content for the Facebook ecosystem.”

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