Social media projects suffering from ROI and feedback shortcomings
While the majority of brands are still failing to prove a link between their social media efforts and top line growth, the main shortcoming is the failure to obtain consumer feedback on how to improve their business, according to a report.
A study of chief marketing officers undertaken by online community platform provider Bazaarvoice revealed that only two out of five respondents were able to measure the return on investment of their social media activities last year.
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