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How do marketers determine social media ROI?
It’s certainly been a tough nut to crack, especially when you consider that the majority of CEOs believe that marketers don’t really know what they’re doing. Some 73 percent of CEOs think that marketers lack business credibility, and more than three-quarters (77 percent) think that they don’t talk often enough about what really matters: sales.
While marketers are now spending upwards of an hour each day using social media, just one in ten are actively monitoring their return on investment (ROI), says a new study.
The EPiServer report, Tackling The Social Challenge, sourced the opinions of 250 UK marketing decision makers, and found that while 65 percent of the firms polled have a presence on Facebook, with 60 percent using Twitter, just 22 percent of companies employ a dedicated social media manager. Moreover, only 6 percent manage their social presence in-house.