No. 1 challenge for social media marketing remains how to demonstrate a positive ROIDavid Patrick
A new survey by the CIM which canvassed the views of 1,500 marketers shows that the monetization of social media remains their number one challenge.
The survey which has been widely commented on, including by Marketing Week and Management Today, reports that while the majority of brands are now using social media (with Twitter the most used channel, followed by Facebook), over a third describe their social media activity as ‘not at all effective’.
Of course social media is not a channel to be used on its own. It serves to underpin and support other marketing channels. However marketers do need to be able to understand and report on the key metrics and demonstrate the impact social media can undoubtedly have in building profitable relationships with both existing and new customers.