Edelman Digital and the Marketing Institute of Ireland today launched the results of their Social Media Outlook survey into Irish Marketing professionals’ behaviours and attitudes towards social media marketing.


Whilst the vast majority of those surveyed believed that social media was important to their business the survey highlighted a lack of adequate measurement and strategic planning with 55% admitting they haven’t set Key Performance Indicators and 51% unable to measure the Return on Investment of social.

Commenting on the release of the survey, Darragh Rea, Head of Digital in Edelman said “The survey supports a lot of what we’ve seen in Ireland and in other markets across the globe and highlights that whilst marketing teams are enthusiastic in their approach towards social all too often they fail to embed the necessary structures to adequately measure success. From our work managing online communities with hundreds of thousands of fans we know that social can be an incredibly effective tool but much like other marketing channels it must be measured against core business objectives with KPI’s set in advance.”

“The demise of organic reach on Facebook last year saw a greater appreciation for the need for paid support cross platforms and the evolution of the advertising solutions on social means we can expect to see huge growth in this area in 2015. This year we also expect to see better integration of social into core marketing activities with a greater emphasis on interactivity and responsiveness rather than content publishing. We believe that those marketing teams that embrace these core principles of measurement, interactivity and paid amplification will see the greatest results from social in 2015”

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