Opinion

80% of marketers are unable to quantify the value of their social media efforts! There's a better way
Sree Vijaykumar
Sree Vijaykumar
From the Editor's Desk
As social media has grown as a marketing channel, so too has enthusiasm for its potential to drive sales. Yet a recent survey of 427 marketers at U.S. companies showed that 80% are unable to quantify the value of their social media efforts. And in a study of Fortune 500 companies, 87% of CMOs acknowledged that they can't document that social media creates new customers. HBR research helps explain why marketers are frustrated by social media-they are using it the wrong way. Amplifying efforts with advertising can provide higher returns on investment while creating an opportunity to connect with the most-loyal customers. More here

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