Measuring Success Biggest Challenge in Social Media Marketing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

3/29/10, ClickZ

Agencies and in-house marketers claim measuring return on investment is their primary challenge in the social media marketing space, according to research by Search Engine Marketing Professionals Organization (SEMPO). Despite its perceived accountability, the report also found similar issues in gauging the success of search marketing efforts.

“The State of Search Engine Marketing Report,” compiled by Econsultancy, surveyed 1,472 in-house marketers and agency executives during January and February this year, and concluded measuring ROI and “making a business case for investment” were the two biggest hurdles respondents faced when managing social media campaigns.

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