Source: Marketing Sherpa Social Marketing Benchmark Survey 2011 (Sample of 750 CMOs) Which statement best describes how you perceive social marketing’s ability to produce a return on investment (ROI)?
62% A promising tactic that will eventually produce ROI, invest conservatively
20% Is producing measurable ROI, continue to invest
15% Social is free, let’s keep it that way
3% Social is unlikely to produce ROI, why invest more?