Report: Brands Abandoning Social Media Measurement

NEWS & ANALYSIS

Back in 2014 and 2015, social media topped the marketing mix, but brands are increasingly turning to channels that allow for more precise measurement, according to a new report from Kitewheel, released just this morning. The rise of tools like IoT and chatbots, along with reliable channels like email, have cut into the diminished albeit still powerful role of social along the customer journey, explains Mark Smith, president and CEO of Kitewheel.

“Our customers have traditionally used our platform for ‘social listening’—meaning they monitor posts and behavior from their core audiences in order to glean useful insights,” Smith says. “As brands and marketers increasingly look for highly attributable, ROI-centric tactics, ‘listening’ simply doesn’t deliver enough actionable results to justify the cost and effort.”