Charting the Industry: Digital Execs Stuck on Stale Social Metrics

A global study, released in Oct. 2011, finds that while page views are the No. 1 barometer of ROI for the rank and file, contributors—a more solid ROI metric—is a favorite among “world class” companies. Source: Weber Shandwick/Forbes Insights A new study on what makes brands social, released this month, finds that global companies have got social media ROI metrics mostly wrong. The Weber Shandwick / Forbes Insights “Brand Sociability” study of 1,897 senior executives across 50 countries shows that they are stuck on social metrics like “page views” that don’t reflect true return on investment.

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