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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.
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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.
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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.
Also read: China Advertising Insights 2015
