Field Report: Social Media Teams Still Rely on Engagement Metrics Even as Executives Expect More
Insights on how brands are redefining social media metrics to better reflect business impact.
Social media leaders are being asked a tougher question: what is the real business impact of organic social?
Engagement metrics still dominate reporting, but they are no longer enough to carry the story with executives. In fact, 96% of teams continue to rely on them, even as leadership expectations shift toward efficiency, competitive positioning, and measurable value.
This disconnect is forcing teams to rethink how they measure performance and how they communicate it.
Inside, you’ll discover:
- Why engagement metrics remain central, and where they break down with leadership
- How teams are reframing earned media value to reflect efficiency, not revenue
- Why sentiment analysis still requires manual oversight to be credible
- How brand lift studies are being used to validate impact with executives
Download the Field Report to see how your peers are evolving their measurement strategies and reporting to your executives.
