If it’s not about how many followers you have, then what is it about? Chief Marketer’s “2011 Social Marketing Survey” looks at the goals of social media marketers, the tools they use, and at the methods and perceived effectiveness of measuring their social media campaigns. Rather than simply wanting to amass followers – although 26% did aim to do so – social media marketers were most interested in driving traffic to a website (66%), generating sales or leads (48%), and identifying and addressing brand fans (47%). Read →