It wasn’t long ago that companies were trying to decide “if” they were going to embrace social media as a discipline. As Social Media Examiner reports, 97 percent of all marketers are now using social media to promote their business. With a percentage so high, it’s clear we’ve moved well beyond the decision of “if”.
The next chapter in social media for marketers was the focus on tracking and gathering as many likes, followers and fans as possible. While this made for some visually compelling internal growth charts, marketers quickly realized it didn’t help them prove the value of investing in social.