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Marketers say measuring ROI is the biggest challenge they face with their social media efforts, according to a recent report from Simply Measured and TrustRadius.

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.

About the research: The report was based on data from a survey of nearly 600 social media practitioners that was conducted in February and March 2015.

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ABOUT THE AUTHOR

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


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