BrandRepublic reports on a new survey from Jupiter Research that looks at social marketing in Europe.

The survey found that more than 50% of online advertisers in Europe have run advertising campaigns that encourage user interaction and two thirds will do so in the next 12 months.

Viral marketing campaigns are the most common form of engaging an online audience, BrandRepublic says, but profiles on social networking sites and interactive websites are growing fastest, according to the report.

Jupiter’s executive summary shows these conclusions from their research:

• Landscape: Social marketers focus on engaging users, but fail to measure their efforts
• Outlook: As marketers increase their engagement efforts, measurement and reach will remain problematic
• Mandate: Marketers and agencies must combine technology-based and survey-based measurement to understand user engagement

As I’m not a Jupiter client, I haven’t seen the report itself. But reaching out and not measuring the results? That makes little sense.