A new study Mzinga and Babson Executive Education shows that, while companies have seen the light of social media marketing, a full 84% of those who use social media in their marketing mix do not measure ROI. What’s worse is that over 40% of these companies did not even know if the tools they were using even had the ability to measure ROI:
This reinforces the idea that, despite the buzz, social media marketing is still in its infancy. Until it lends itself to measurable standards, it will continue to be viewed with a degree of illegitimacy relative to its more established brethren.
via Social Media Measurement Lags Adoption – eMarketer .
[...] rose here is social marketing’s inability to affix ROI metrics to advertising campaigns. A recent report shows that only 16% of companies that use social marketing even bother tracking ROI. (Read another [...]