But every like, comment, share or retweet is a sign of how well your social media marketing activities are doing and proof of a strong return on investment, right? Well, no. Not according to the C-suite.
The board is becoming increasingly frustrated with meaningless metrics that don’t help to reach business goals or translate into revenue and it’s affecting their perception on the worth of digital marketing in general.
The harsh truth is that likes, shares and engagement rates don’t matter to the board. In the Bango Board to Death survey 76% of chief executive officers (CEOs) said they don’t care about retweets, 65% are not interested in likes and 76% said they don’t care about impressions.
Nearly half — 42% and 40% respectively — of CEOs surveyed saw generating new customers and increasing profits as the most important objectives of marketing. Despite this, 59% said that social channels don’t generate sales for their businesses and 77% don’t see digital advertising as a reliable source of new customers or sales.
Clearly social media marketing is failing to prove it’s worth to the people that matter. And with 62% of CEOs believing too much marketing budget is wasted on activities that don’t deliver meaningful results, it’s time for marketers to reassess their social media…