7 in 10 Marketers Don't Know How Social Media Affects Their Brand

(Note: the following article originally appeared in our sister publication eMarketing and Commerce):

Less than one-third of marketers have a strong understanding of social media conversations happening around their brand, according to Alterian’s Eighth Annual Survey: How Engaged is Your Brand? The survey polled 1,500 marketers, agencies, marketing service providers and systems integrators worldwide.

In fact, seven in 10 respondents said they have very little to no understanding of how social media affects their brand. Thirty-nine percent of respondents said they use only a few ad-hoc tools to track and measure social media conversations. In addition, 80 percent also admit they're concerned their brand is at risk from not being as engaged with customers, or for failing to have a good grasp of how online conversations are impacting their brand.