Forrester

Why Read This Report

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming and distracting for key stakeholders. To keep your team focused, you must become the hub of your company's social media marketing reporting and create standardized reporting templates and frequencies for different types of stakeholders: frequent reporting of digital metrics to community managers and social media strategists; per-campaign or annual reporting of branding and trial metrics to other marketing team members; and quarterly or annual reporting of financial metrics to executives. This report contains Forrester's performance management advice for interactive marketers working on social marketing. It is an update to "Social Media Marketing Metrics That Matter" originally published on February 22, 2011. Keywords: social media, metrics, stakeholders, marketing ROI