How Large Brands Measure the Value of Social [Google Infographic]

Social has morphed rapidly over the last several years, yet sustaining engagement with social audiences continues to be a top priority for marketers, and it remains the key metric of social success. In the second infographic of our Wildfire by Google State of Social infographic series (based on exclusive research in partnership with Ad Age), we reveal the top expectations and challenges for brands in social and how they are measuring social’s value. For example:

• 42% of brands say the #1 impact of social is increased engagement (24/7 customer interaction is a distant second at 12%).
• 90% of brands agree that it’s crucial to integrate social into their other digital media initiatives.
• 57% of companies say content shares are the most important social metric, but conversion impact is closing the gap at 54%.

What are your brand’s top expectations for social and which metric leads in measuring social success? Please share your perspective with us in the comments.

INFOGRAPHIC #2