Social media ROI is MIA, marketers say

12/2/2011 | eMarketer

Social media marketers are still struggling to come to grips with return on investment, and are focusing more on soft metrics such as likes and followers, rather than on hard data about sales and spending patterns, according to a series of recent studies. One-fifth of marketers said their social efforts were producing measurable ROI, although almost two-thirds said they were optimistic that the tactic would eventually deliver clear and measurable results.

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