Consumer engagement becomes main focus for social media marketers

08/8/2013 | eMarketer

Digital marketers are increasingly focused on consumer engagement as the key metric for social media marketing success rather than sales or positive sentiment, according to surveys from Pivot Conference. Positive sentiment went from being the No. 1-ranked goal of social media ads in 2012 to the fourth spot in 2013, right ahead of increased sales. Nearly a quarter of marketing professionals surveyed said they use consumer engagement -- the number of "likes" or comments a post gets -- as their primary metric for success.

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