Everything is so new that everything is constantly being tested. But apparently, it’s hard to measure success – or even define what it is:
In a global survey by the Just-Food media group, 54% of food and beverage executives said their company does not measure return on investment for social media, and another 18% didn’t know if their company calculated social media ROI. The survey also found that 52% of food and beverage companies now have a strategy for social media.
This echoed the sentiments of brand marketers at a conference I was at last week where companies were struggling to define measurability.
What barriers are there for you to measure success?