AN INSTANT POLL that recently appeared on the home page of CPGmatters.com sheds some light on an important part of social media evaluation; namely, Return On Investment. Every CPG company of consequence has a social media strategy nowadays.
So do marketers think social media is a success?
Not really, say nearly nine of ten executives who took part in the poll. Only 12% say that social media is a success in CPG. Three of four respondents say concern over ROI is holding back success:
- There is not enough ROI so far to be a success (19%)
- It is very difficult to measure ROI at this time (56%).
Meanwhile, 12% say it’s too early to determine the success of social media in CPG.