Proven ROI or Not, 72 Percent of Companies Have a Social Media Strategy

As much as companies tell their marketing departments they have to show a positive return on investment to justify spending on a new channel, most are still adding dollars to their social media strategies while only 29 percent of firms are requiring proof of ROI for continued funding. For that matter, ROI isn’t being measured in the usual way.

So finds Salem, Mass.-based custom media provider King Fish Media in its survey, “Social Media Usage, Attitudes and Measurability: What Do Marketers Think?” HubSpot and Junta42 co-sponsored the research released in August.