Companies have significantly increased their social media spends, even as they find it challenging to measure the effectiveness of their social media engagements.
The top three objectives were building brand awareness, building a community and customer engagement. The top three challenges that brands faced were - not being able to successfully measure effectiveness of engagements, sustaining or increasing engagement rates and creating/curating content.
Brands surveyed were looking to introduce Social CRM and social commerce as priority items on their social media agenda, followed by customised ads/campaigns and gamification.
The study analyses how Indian marketers and organisations have been using various social media platforms and going about tracking the performance of their social media initiatives. Brands across industries have realised the significance of social media and its peculiar demands.
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