《TrustRadius：2015年社交媒体营销趋势调查报告》.pdfVIP

2015 Social Media Marketing Trends A 2015 survey and report on social media marketing practices and software usage By Megan Headley Research Director, TrustRadius First Published May 2015 ? 2015 TrustRadius. All rights reserved. This publication has been licensed by Simply Measured. Reproduction or sharing of this publication in any form without prior written permission is strictly prohibited. ?TrustRadius Inc. 2015 Table of Contents Executive Summary .................................................................................................................................3 The Struggle to Demonstrate the Value of Social ................................................................................5 Measuring ROI is the #1 challenge....................................................................................................................................... 5 Communicating value is also a key challenge..................................................................................................................... 8 Companies focus on readily available vanity metrics ........................................................................................................ 8 Companies have a hard time dedicating enough resources to social............................................................................11 Finding the Right Goals for Social Media............................................................................................. 12 Brand awareness is #1 goal ...............................................................................................................................................12 Companies struggle to define consistent goals ..............................................................................................................13 Social media strategy not aligned with overall business ...............................................................................................14 Usin