Social Media Strategists Look Hard at ROI this Year

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

eMarketer, 1/14/11

Marketers must begin to seriously evaluate their programs and focus on internal education

Marketers and social strategists hope to develop better ways to determine return on investment for social media outreach in 2011.

ROI has always been a big issue, but as more companies plan to increase social media budgets in 2011, it has become a must-have. The Altimeter Group surveyed 140 social media strategists at multinational companies about their plans for 2011. When it came to social media programs, 82% of respondents reported they would be investing in brand monitoring in 2011, while 77% cited staff budgets and 78% training budgets.

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