Companies Incorporate Social Media Monitoring into Bottom Line - eMarketer
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Companies Incorporate Social Media Monitoring into Bottom Line

Marketers making greater effort to track metrics such as customer satisfaction and overall buzz

A study of companies worldwide from SHARE and GUIDE SHARE EUROPE and sponsored by IBM and Marist College found that only 52.8% of respondents were currently monitoring open online social media communities or networks. [Unisphere Media collected the data in January and February 2012. The study was written by Unisphere analyst Peter Auditore.] A majority of respondents were IT professionals, with others including CEOs and those performing management and other business functions.

However, while nearly half of companies were not monitoring social media, 22% of respondents said they would increase monitoring significantly in the next year, with an additional 37.9% saying they would do so over the next one to two years.

Plans to Increase Use of Social Media Monitoring by Companies Worldwide, Feb 2012 (% of total)

Social media allows companies to interact directly with customers, and many of those surveyed took that into consideration as a reason why they monitor social media. When looking at what metrics these companies track on social media, 26.8% of respondents mentioned customer satisfaction and 23.7% said overall buzz. Brand experience was also cited by 21% of respondents.

Metrics Used to Monitor Their Brand and Reputation on Social Networks According to Companies Worldwide, Feb 2012 (% of respondents)

As these companies track and monitor social media, they also plan to leverage these findings in their business processes. More than a quarter of respondents said they currently leverage social media metrics in business practices (25.7%), while 28.76% said their companies were giving preliminary consideration to this tactic. Social can help companies understand more about their target customer and better develop products and services to meet their needs.

In a November 2011 study from Wildfire Interactive, 97% of companies reported that there was value in social media outreach, but until these companies learn to monitor open social networks and incorporate their findings into business results, proving that value will continue to be a challenge.

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Check out today’s other articles, “New Dads Are Big-Time Social Media Users” and “Smartphones Concentrated Among the Wealthy in China.”


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