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.

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