Social Media and ROI. Should I just stop there? This past weekend, Joe wrote a decisive piece about how the two concepts shouldn’t be used in the same sentence. If you scan even further back, you’ll find me making the same point — though with a thinner blade. That’s why I was very interested to see what was behind this piece from MarketingSherpa: Marketing Research Chart: CMO confidence in social media’s ability to produce ROI
Surely, this would show that most CMO’s agree that social media ROI is like using a pedometer to find out how far I walked in my dreams.
Let’s take a look:
Which statement best describes how you perceive social marketing’s ability to produce a return on investment (ROI) at budget time?
From this, it would appear that the majority of CMO’s believe there’s a return on investment, but once again, I say it’s all in how you phrase it. There really needs to be a fifth option.
Social marketing isn’t measurable, but since everyone is doing it we’ll look foolish if we don’t do it, too.
That’s the truth for a large majority of companies, don’t you the think?
I do believe that in the future, we’ll have a better handle on social media marketing. We’ll have standardized tools and benchmarks and a better understanding of when, what and how we use it. But until then, let’s face it, the majority of social media marketers are just throwing spaghetti at the wall and hoping some will stick.
Which of the “five” choices would you say best describes your attitude toward social media marketing?