Yesterday Ragan’s PR Daily published the results of a study that most PR folks will find interesting: it concerned the current state of social media teams and the changing expectations of brands/firms in the social sphere.

More than 2,000 communications professionals participated in the study, which yielded some unexpected results:

  • Only 5% of companies are “very satisfied” with their social campaigns
  • Most firms/brands want to measure social ROI more effectively but don’t feel like they have the time or the manpower
  • The vast majority (86%) of companies measure the success of social campaigns via likes and followers, not click-through rates or sales bumps

In other words, most brands and firms still don’t feel like they’ve mastered the social equation. And while they seem keen on devoting more time and resources to getting it right, they don’t plan to expand their teams significantly this year. Click through for the full infographic:

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