Why Read This
Marketers in China are struggling to effectively measure their investments in social media. Most of them are still at the early-maturity stage of social media measurement — focusing on basic volume-based metrics or simple qualitative proxies of engagement. Nestlé China's ice cream division has successfully tackled the social media measurement challenge by gradually increasing the sophistication of its measurement approach over the past few years. This case study illustrates how the Nestlé ice cream marketing team went through three different stages of social media measurement maturity. It will help marketers understand how best to approach their social media measurement strategy and implementation in China.