Ad Age’s social media engagement reserach for Wildfire included a survey that engaged over 500 executives responsible for social media—50% of them at companies with at least $1 billion in revenue. This is some of what they learned:
• How brands organize and budget their social teams (64% pull most of their budget from digital media or brand marketing)
• What brands want from social and how they measure it (Their #1 concern is engagement; #2 is measuring it)
• Current challenges and how brands are addressing them (Only 20% feel their social has achieved a level of excellence)
• How brands are using technology to manage and measure social (70% use an analytics/measurement vendor)
