前面提到了，超过90%的公司相信社会化媒体在品牌声誉和知名度的创建方面最有效（http://whadonce.blog.sohu.com/110550396.html）。但是，社会化媒体营销却面临着其最大问题，这就是如何进行效果评估。
SUMMARY: The most effective social media tactics are the most difficult to measure quantitatively. Don’t employ less effective tactics for the sake of measuring ROI. Consider the value of qualitative factors to gauge more effective tactics.
“Inability to measure ROI” ranks as the second most significant barrier to social media adoption. But as the chart above shows, the ability to accurately measure ROI has nothing to do with the effectiveness of the tactic in the minds of marketers. “Advertising on blogs or social networks,” the tactic rated as the most accurately measured (32%), was also rated least effective (16%).
Everyone has an opinion on social media measurement, but nobody agrees. Like any tactic that is more aligned with PR than direct marketing, social media is difficult to measure quantitatively.
What can marketers do? Measure the value of the resulting conversations and relationships qualitatively. Do not focus on moment-in-time transactions, such as traffic hits.
Marketers obsessed with tracking social media results quantitatively are missing the point. They may find themselves employing much less effective social media tactics for the sake of measurability.
号外：搜狐IT最新推出社会化媒体沙龙——营销堂，欢迎从事社会化媒体营销、整合营销等工作的从业人员报名参加。
预告：《营销堂》第三期预告：网络推手立二简述网络红人及事件营销背后的故事