Marketers who aren’t quite sure of social media’s tangible rewards should take heart: Few of their colleagues know, either.
In fact, while nearly three-fourths of marketers surveyed have a social media strategy, only 29% have to show positive return on investment in order to secure budgets for their continued efforts, according to a new study.
The study’s sponsors are divided regarding the ramification of this finding. “The lack of the ROI requirement surprised me,” Gordon Plutsky, director of....