Big Data, Data Driven Marketing, Digital Marketing, Social Media Marketing, Social Media ROI

Most Companies Still Not Measuring Social Media ROI

hand on keyboardI find the continued unwillingness of some business executives to embrace social media to be, in the words of young Alice in Wonderland, “curiouser and curiouser.” Could it be a reluctance to go down what they perceive to be a “rabbit hole?”

Although a new study conducted seems to indicate that more and more corporate leaders do believe in the importance of social media platforms  from a business perspective, with more than half stating they expect to increase their social media budget in the future, the percentages take a nosedive once survey questions focused on strategy and implementation.  That’s surprising, especially considering rising customer expectations of corporate social media responsiveness and other research demonstrating how businesses can use social media platforms to improve their bottom lines.

With more than 400 responses from management personnel at the director or above level, each of whom stated they were social media decision-makers or influencers in their companies, the findings from this study were indeed a mixed bag.  On the plus side:  Continue reading