Study: Most companies measure ROI of social media poorly

Eighty percent of companies surveyed by MarketingProfs said that social media was either “important” or “somewhat important” to their business. Now, here’s the rub: 70 percent of those companies also said they are not doing enough to track their social media campaigns, like blogs, Twitter and Facebook. The biggest hurdle to measurement, according to the poll, was not the lack of tools, but the lack of dedicated resources.

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