The report was based on data from a survey of nearly 600 social media practitioners that was conducted in February and March 2015.
Some 60% of respondents say measuring ROI is one of the most challenging aspects of their social program; other top challenges include tying social activities to business outcomes (50% cite), developing a social media strategy (48%), and securing enough internal resources (40%).
The main social media marketing challenges vary little among companies of different sizes; when segmenting responses by small businesses (1-50 employees), midsize companies (51-1,000 employees), and enterprises (more than 1,000 employees), measuring ROI and tying social activities to business outcomes are significant challenges across all groups.
However, developing a social media strategy is a more common challenge for small businesses than for enterprises, and securing enough internal resources is a more common problem for larger companies.
The challenges also vary slightly depending on a company’s self-classified experience level with social media. Measuring ROI is a more common problem among organizations with significant social media experience, whereas developing a strategy is a more common challenge among companies without as much social media experience.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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