By Rishi Bhandari, Jonathan Gordon, Andris Umblijs:
When General Motors pulled its ad dollars from Facebook, it set off a firestorm of debate about the value of social media. Executives in many C-suites today are asking: How do you compare the effectiveness of a Facebook comment with an ad that runs on TV? Or a tweet with a glossy magazine spread? Am I getting my money’s worth? Good questions, which until now have been impossible to answer.
In a recent survey, we found that 91% of companies believe social media doesn’t significantly impact sales. The reality is that it’s hard to say for sure because, in our experience, nobody has demonstrated that they can measure the return on investment on social. This metrics blind spot means CMOs can’t make informed spending choices between social and traditional channels… Read more