Social media are crucial for marketers, but many still say they have difficulty showing results for their efforts, a Social Media Examiner study indicates. As a result, some social media marketers will dodge questions about return on investment by falling back on soft metrics such as brand exposure and Web traffic, writes Heidi Cohen. As social media marketing lays claim to a larger slice of advertising budgets, that stance will no longer suffice. "[I]t's critical to lay the groundwork for measuring social media efforts and the sales they generate," Cohen writes.
Published in Brief: