Marketers predict 2011 will be a landmark year in social media ROI
A study compiled by Bazaarvoice has revealed that 74% of Chief Marketing Officers predict that the holy grail of a link between social media marketing to a return on investment this year.
This shows a marked turnaround from 2009 when 84% of companies admitted they did not measure a return on social media investment, choosing instead to ephemeral statistics such as the number of “likes” or followers a brand had accrued.
Now however marketers are turning their attentions to more tangible metrics such as site traffic and increased order value.
Facebook was identified as the platform of choice for money making with 15.4% of respondents citing it as offering a “significant” ROI.
The poll was compiled through the input of 175 CMOs from The CMO Club, including those from B2C and B2B companies.