Unmeasurable ROI the main obstacle to social media say marketers
Unmeasurable ROI is seen as the main obstacle to implementing a social media strategy, a new poll of US marketers has discovered.
35% of marketers in the R2integrated survey said there was not enough data or analytics available to measure ROI of social media, which the majority would like to use for lead generation.
Getting buy-in from senior management was seen as the second biggest obstacle, 23% citing this reason, followed by 21% who believed their audience were not yet active on social media.
35% of the companies surveyed believed they were making money as a result of social media activity with those who have a formal strategy in place, twice as likely to be making money from the new channels.
An overall majority of marketers stated that social media is ‘invaluable’ to their business, but measuring just how valuable and convincing the upper echelons seem to be the main sticking points.
(Source eMarketer)
It’s very early days! Think about it, even the very fact and way we’re debating is pretty new and exciting. Up and coming marketers, next generation, are gonna be the lucky ones, it’ll be an absolutely essential and standard part of their ‘toolkit’.
Right now it’s great to have measurables and analytics (rely on team in studio to keep me informed) but by God there’s still a place for that gut-feel, seat of the pants, common sense approach to design and marketing therof?!
It’s given us the ability to give some pretty big brands an insight into their consumers not possible before, very empowering. Twitter, Gawd bless Biz Stone and co!