Marketers split on whether social media will deliver measurability.

It’s no secret that online marketers care about measurability. Six in 10 respondents to Datran Media’s “4th Annual Marketing & Media Survey” said measuring and understanding their audience was a priority, and more than 87% said accurate online audience measurement was at least somewhat important for driving increased brand awareness, revenues or performance.

Bringing hard metrics to the realm of social media remains a challenge, however, with marketers worldwide in disagreement over whether 2010 will be the year they see quantifiable results from their efforts. Just over one-half think they will, but nearly four in 10 are unsure.

“For the few marketers who do attempt to apply quantitative measures to their social marketing efforts, the metrics they use are not terribly sophisticated,” noted eMarketer CEO and co-founder Geoff Ramsey in the eMarketer Insight Brief “Seven Guidelines for Achieving Social Media ROI.” “Most marketers today do not invest sufficient time, effort or money on social media measurement.”

The leading metrics used to measure social success focus on increased site traffic, which can be an important barometer of consumer interest for a brand but on its own it cannot justify heavier investment in social media.

Datran’s respondents—who are heavily invested in the social space, with about 72% having Facebook and Twitter profiles—were most likely to track all their online campaigns based on clicks (72%), conversions (59.2%) and impressions (58.4%). Conversions were considered the most important metric to track.

There is a leap, however, between finding appropriate metrics and monitoring them on the one hand, and quantifying results on the other. Marketers must tie the social metrics they settle on directly to business goals, such as increased sales and leads, before social media return on investment can be quantified.

For more information at http://www.emarkerter.com