Measuring ROI Still the Top Struggle for Social Marketers - eMarketer

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Measuring ROI Still the Top Struggle for Social Marketers

Among platforms, Facebook yields the best return

July 12, 2016

Social marketers in North America still find measuring ROI to be their toughest challenge. According to April 2016 research, well over half said they had a hard time figuring out how much return they were getting on their social efforts, topping other potential obstacles like securing budgets and tying efforts to business goals.

Challenges Faced by Social Media Professionals in North America, April 2016 (% of respondents)

Social analytics solutions firm Simply Measured surveyed 350 marketers, primarily those focused on social media, in North America.

The largest share (61%) said evaluating the return on their investment is a challenge, followed by securing budgets (38.2%) and tying social to business goals (33.6%).

Meanwhile, tasks like integrating social tools and monitoring competition were much less likely to be threatening—both chosen by under 13% of respondents.

Social Media Platforms that Produce the Best ROI According to Social Media Marketers Worldwide, March 2016 (% of respondents)

Looking at ROI and the social networks that produce the best results for practitioners, Facebook appears to be firmly on top. In a separate March 2016 study from Social Fresh, Firebrand Group and Simply Measured, nearly all (95.8%) marketers surveyed worldwide touted Facebook. Meanwhile, only 2.1% felt this way toward newcomer Snapchat.

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