Social media analytic tools have experienced wide adoption by marketers in North America, according to a report by Demand Metric sponsored by NetBase. About two-thirds of businesses and organizations in North America have adopted Social media analytic tools. In addition to the wide adoption of these tools, marketers have also put these social media tools into their practice quickly once they are released in the market.
In terms of usage, those marketers polled by Demand Metric stated that their purpose was campaign tracking (60%) followed by brand analysis (48%) and competitive intelligence (40%).
There are still challenges associated with both the use of these tools and social media marketing in general. The top reported challenge listed in the survey was staffing, funding or resources for social media marketing with these tools ( 55% ). Connecting metrics to business objectives came in second place (53%) as a challenge for most businesses.