Although many businesses are looking to improve their social media marketing strategies by increasing their spending, many are still making errors, according to an article published by the Sydney Morning Herald.

In particular, brands are failing to effectively analyse what people are saying about them on the Internet.

Recent results from research carried out by Alterian showed that 80 per cent of the companies they surveyed were ‘concerned their brand was at risk from not being engaged with customers online, or from failing to have a good grasp of how online conversations were impacting their brand.’

Carried out by tracking 350,000 mentions on various social media sites during a six-month period – in order to track and analyse performance – Alterian also found that a quarter of marketers were predicting their digital marketing budget would increase by around 25 per cent or more.

Despite this, it was also found that marketers weren’t capitlising on conversation; 29 per cent stopped analysis at a basic level, while 28 per cent stated that they had difficulty in linking analytics to the original campaign strategy.

Senior vice-president of Alterian’s Asia Pacific strand, Chris Tew commented on the results.

He said: “The survey shows the majority of brands lack direction on what exactly to measure and analyse, how to go about it, and how to utilise that information to continually improve on their marketing efforts.”

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