Econsultancy’s 59-page The Value of Social Media Report, produced by in association with Online Marketing Summit, is based on an online survey of more than 400 client-side marketers and agency respondents, which took place in December 2009 and January 2010. Findings include:
- Facebook is the Web property mostly commonly used in social media, with 85% of companies using this site as part of their marketing strategy. This is followed by Twitter (77%), LinkedIn (58%) and YouTube (49%).
- Almost two-thirds of respondents (61%) say their organizations are “poor” (34%) or “very poor” (27%) at measuring ROI.
- Almost two-thirds of companies (61%) say that they “have experimented with social media, but not done that much.”
- A third of companies (32%) do not spend anything on social media marketing and a further 36% spend under $5,000 a year.
- A third of respondents (32%) are getting less than 1x the return on investment from social media.