In 2015, when the total usage of digital media users outpaced that of traditional media, the social media also showed their own unique development properties and characteristics in China.
Businesses of all sizes and levels in China are committed to test and realize the value of their social media marketing. Entrepreneurs expect to improve their brand awareness, and increase website traffic and audience reach to obtain more customers.
Companies were expected to measure ROI (return on investment), tie social activities to business outcomes, develop social media strategy, which were challenging to achieve through their social media programs.
Influence of social media activity was difficult to quantify. Marketers in China fall easily into simply referring to the number of followers, likes and reposts as the only measurement for the success of their China social media campaigns. Engagement (likes, shares, etc.), audiences (followers, fans, etc.), website traffic, leads and other metrics were several major metrics to measure the success of social media programs.
The average number of tools to analyze and report on social media activities had relations with the scale and years of experience of the companies. Some Chinese companies remained satisfied with the data they collected while many companies were unsatisfied with the lack of useful tools.
Although social media enjoyed a large quantity of daily average users, most social media marketing have not been integrated into the enterprise objective. Among all the respondents surveyed by TrustRadius, only about 50% agreed that social media data and analytics would impact the social media marketing strategy, and even less than 25% respondents agreed that the social media data and analytics would impact the companies’ overall business strategy.
Also read: China Advertising Insights 2015