Ad Agencies Should Take Note, Social Media Metrics Neglected by Most

If you don’t measure it you can’t improve it.

Metrics are an important component for the use of social media for your agency as well as for your clients. Especially  measuring for ROI in regards to the amount of time that must be invested. You would think this would be a no brainer. But according to a recent a survey by  Mzinga and Babson Executive Education, a whopping 84% of professionals do not measure ROI for social media. It appears that hardly anyone is taking the time to measure the ROI for social.

Social Media ROI

Some additional insightful statistics from this survey:

  • 86% of respondents to the survey of professionals from a variety of industries said they had adopted social technologies..
  • 57% said they were using social media tools for marketing.
  • More than four in 10 respondents did not even know whether the social tools they were using had ROI measurement capabilities.
  • 3 in 10 reported using social media for customer service and support.

Click Here to download a copy of this report.

A great resource of social media articles and fresh reports comes from eMarketer. I found the original source of this survey through their eMarketer Daily Newsletter. I highly recommend it.


About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. Props to you for your shout out to eMarketer. A good follow-up would be how to effectively qualify social media campaigns without using cookies. Coupons, subscriptions, downloads…any more ideas?

  2. Thank you for sharing some of the statistics of the report. I have tried to find the actual report by clicking “Click here to download a copy of this report,” but I cannot find it on the resulting site. A bit frustrating. Would you mind posting a more direct link to the report?

  3. Hi Michael,

    What are your insights on the most effective ways to measure social media ROI? As I am sure you are aware, it can often be difficult to quantify.

  4. KB, I think this is an are that we “over think it.” My objective is to generate new business leads. To do that I need to build a targeted community of prospective clients. So I want to grow page views in particular to my blog, which is where most leads come from. I also want to grow my Twitter following, eNewsletter email data base, LinkedIn and Facebook networks.

    I use analytics for my blog to keep me updated on blog traffic, specific post traffic, search terms, referring sights, links etc. I use analytics to improve my open rates and click throughs for the email newsletter. is a great tool to assess your Twitter account and TweetAdder is a great way to add people who should be part of your audience/community.

  5. Thanks for your prompt response. I agree that it can often be over-thought, and that’s probably when the importance of the metrics is recognized. We have found & to be insightful.

  6. That’s because people don’t know how to measure ROI of social media!

  7. Camille benoit says:


    Which tools do you recommend for those wanting the best measure of social media? I realize that some are “paid” and some are free measurement tools. What is your assessment of the best tools out there for measurement — and why?


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