Thursday, September 9, 2010

The elusive ROI of Social Media

Between July and August 2010, Aberdeen surveyed 65 retailers regarding their use of social media marketing to interact with customers

Results indicate that 85% of these organizations have an initiative in place to help manage brand reputation and encourage revenue-building consumer interactivity.

However, despite its pervasiveness significant challenges remain to achieve a full return on investment (ROI) from social media adoption. For example fifty six percent (56%) of retailers in the same survey indicated that they are unable to quantify the effect of social media.

What's happening?
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