Some 38% of large consumer companies report a positive return on their social media investments, more than double the number of companies with a negative ROI (18%), according to a recent report by Tata Consultancy Services (TCS).

However, 44% of consumer companies haven't yet measured the return on investment of their social media efforts: 32% haven't measured ROI but plan to, and 12% have no plans to measure the return.

Below, additional key findings from the report, which was based on data from a survey of 655 large consumer companies located in North America, Europe, Asia-Pacific, and Latin America.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji