Digital CPG Blog

From a great – but depressing - infographic on social media ROI, the following data points are taken from a November 2011 global survey of marketers:

• Number of marketers using ROI to measure social media ((gain – cost)/cost) = 0
• Proportion using alternative measure of # social interactions generated (likes, comments etc) = 38%
• Proportion using alternative measure of revenue generated = 24%
• Proportion using alternative measure of awareness generated = 15%
• The top benefits of social media according to marketers are increased brand awareness (88%), brand ‘engagement’ (dialogue)(85%), increased sales (and partnerships) (58%), and reduce costs (41%)
• Nearly 70% of marketers believe fans are more valuable than non-fans (they bring in new customers, they convert better, they buy more often)

As Paul Marsden notes, it’s “odd that not one marketer in 700 makes the business case (ROI) for social media…”

Indeed! Have you measured ROI for social media? What do you describe as your top benefits of social media?