A new report, compiled by Econsultancy and Adobe, has found that companies are placing higher value on the importance of social media marketing, according to an article featured on internetretailing.net.

Entitled ‘the first Quarterly Digital Intelligence Briefing,’ the report found 34 per cent of the 900 businesses participating in the survey valued the ‘earned media’ that came from social media marketing, as a ‘highly significant trend.’

Meanwhile the study also found that just 17 per cent of European companies were measuring the value of the traffic gained from their presence on social media platforms.

Businesses are failing to utilise metrics to measure the success of their social media efforts – though a large proportion of respondents stated they believed this be an important process.

Senior Director, EMEA Marketing, Abobe, Neil Morgan said: ‘The disparity between the importance attached to the social page, and the actual measurement of it suggest that companies are still getting comfortable with their social strategies and working out ways of defining success.’

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