The Problem with Measurement Proxies

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Forrester analyst Nate Elliot says he has noticed a “disturbing” trend in marketing: “Thirty percent of marketers say their top social media goal is creating brand impact, but only 10% tell us they measure brand impact.” He also notes that while only 4% of marketers say sentiment or engagement are their top social media goals, 26% measure these areas. “It's clear what's happening here: Marketers are using sentiment and engagement numbers as a proxy for brand impact surveys,” Elliot writes. Read his blog to find out more.
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