Social media marketing: spending v. ROI.
This article by Fiona Swerdlow, head of research at shop.org, reports on a survey conducted to ascertain whether the money spent on social marketing strategies is recovered in sales. The answer: kind of.
Retailers did not find Facebook or other social media sites particularly effective at customer acquisition, assuming they even knew how to measure it, but the opportunity to engage with fans provided valuable insight. Maybe the bottom line is to understand that the root of social media is social. A great way to keep in touch, but maybe not the best place for the hard sell.
Tagged with Facebook, marketing, social media