Minority of Marketers Able to Measure Social ROI, Find Facebook Effective

May 20, 2014

This article is included in these additional categories:

Digital | Marketing Budgets | Social Media


    Source: Social Media Examiner [download page]

      Notes: Only 37% of social media marketers surveyed strongly agreed (7%) or agreed (30%) that they’re able to measure the ROI of their social media activities, though that was up from 26% last year. Similarly, only 43% agreed to some extent that their Facebook marketing is effective, up from 37% last year. B2C marketers were more likely than their B2B counterparts to agree that their Facebook efforts are effective (50% and 34%, respectively), as were large companies (at least 1,000 employees) in comparison with the self-employed (52% and 34%, respectively). Nevertheless, 92% agree that social media is important to their businesses.

        Related: 1 in 5 Large Companies Say They’re Losing Money on Social Media (But Twice As Many Are Cashing In)

          About the Data: The results are based on a survey of 2,887 marketers fielded in January 2014.

          The largest group that took the survey work for small businesses of 2-10 employees (34%), followed by the self- employed (19%). Twenty-one percent of people taking the survey work for businesses with 100 or more employees.

          More than half (59%) of survey participants focus primarily on attracting consumers (B2C) and the other 41% primarily target businesses (B2B). Most survey participants (71%) were between the ages of 30 and 59. Females edged out males, representing 62% of all participants.

          Most participants (60%) were based in the United States, followed by United Kingdom (8%), Canada (7%) and Australia (5%).

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