Why can't marketers get a handle on social ROI?

12/20/2011 | eMarketer

Marketers are struggling to figure out their social return on investment, with 2 in 5 marketers saying they seriously doubt the effectiveness of their social-measurement strategies. That's because marketers fail to take a business-minded approach to ROI, and are instead assigning equal weight to countless different data points -- not all of which have any bearing on their bottom line, says analyst Debra Aho Williamson. "Marketers often think of social media measurement as listening and monitoring. But that is only one part of a fragmented process," Williamson says.

View Full Article in:

eMarketer

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Senior Manager, Marketing
IAB
New York, NY
VP, Membership Sales
Mobile Marketing Association (MMA)
New York, NY
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA