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For Interactive Marketing Professionals

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October 11, 2007

Social Marketing in Europe

Creating and Measuring User Engagement

by Nate Elliott

with Mark Mulligan, Emily Riley

This is an excerpt

Executive Summary

Social networking sites like MySpace and Facebook, as well as video sites like YouTube and DailyMotion, allow users to engage with each other and share content. Marketers are working to leverage these sites as they grow more popular in Europe, and to engage users with their brands.

TABLE OF CONTENTS

itemExecutive Summary

itemSocial Marketers Focus on Engaging Users, but Fail to Measure Their Efforts

itemAs Marketers Increase Their Engagement Efforts, Measurement and Reach Will Remain Problematic

itemMarketers and Agencies Must Combine Technology-Based and Survey-Based Measurement to Understand User Engagement

itemCase Studies

itemReport Methodology

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Analyst

Nate Elliott

Technology

Marketing & Advertising, Interactive Marketing, Marketing Measurement

Geography

Asia Pacific, Europe, North America