Companies know they have followers, fans or amount of “likes” received, it is not the best way to measure success in marketing strategies developed through the media and social networks. However, these figures are often the main reference points for measuring performance.

Not surprisingly, in this case, many companies calculate the ROI on Social Media based on these volumes and quantities, as most of them feel they cannot measure campaigns more effectively.

In this sense, Debra Aho Williamson, an analyst at eMarketer points out that “there are many companies often tend to think of measurement as something that simply comes down to value strategies and results of listening and tracking your fans and customers, but that’s only part of the process that includes a true social media strategy, “adding that” it has also created a culture of data overload, in which metrics are of little value to the business. “

A recent investigation by Chief Marketer, found that two out of five companies and traders have little confidence in the effectiveness of their ability to measure social media campaigns.

Measurement systems Social Media have evolved in a significant way in its short history, but the need to prove their effectiveness is more important than ever. As companies should plan how much to invest in social media and reflect the shift funds from other marketing channels need indicators that show not only that brands have many friends, but also that these channels can be used to turn them into customers or consumers idealizations.

“Companies must implement enterprise-level analysis of social media measurement, to determine its true impact,” Williamson said. “Beyond the metrics, the brands must understand the effect that cause social media in the bottom line of a company, and it is getting easier to consider the relative influence of social media in generating sales.”

Vendors also need to understand how social media are closely related to other types of marketing strategies. Integrating Social Media analysis with other business indicators, they will help make the market more efficient.