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Social-Media ROI Elusive: MarketingProfs Poll

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Only 21% of marketers say they are now adequately measuring the impact of social-media campaigns in terms of tangible results, according to the MarketingProfs poll results.

In corporate terms, social media is a very new concept. Not suprising to me then, corporations are not sophisticated yet in measuring their social media impact. Given the loosely defined universe of "social media" will good tools ever exist to measure the ROI of social media?

From MarketingProfs.com 

Social Media ROI

Social-media measurement is top of mind among marketers surveyed in an informal poll by MarketingProfs: 47% of respondents say social media measurement is important to them; another 36% say it is somewhat important.

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Those findings are not surprising, considering Forrester projects that companies will spend some $3.1 billion annually on social media by 2014 ("US Interactive Marketing Forecast, 2009 to 2014," Forrester Research, July 6, 2009).

However, only 21% of marketers say they are now adequately measuring the impact of social-media campaigns in terms of tangible results, according to the MarketingProfs poll results, released as part of a collection of case studies ("Social Media ROI Success Stories: How 11 companies—like OfficeMax, Nissan, BMC and Microsoft—are listening, engaging and measuring").

Accordingly, determining social media's return on investment (ROI) seems a major challenge for marketers, with 70% of respondents saying their companies are not adequately measuring the impact of social-media campaigns.
 
The biggest hurdle to social-media measurement is, apparently, finding the personnel to do the measurement and analysis: Asked to select the most-applicable measurement obstacle from several listed...

  • 30% of the respondents pointed to "dedicated resources."
  • 25% selected "don't know what to measure."
  • 20% selected "social media measurement isn't primarily about ROI."
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