GLOBAL: Majority of firms do not measure social media ROI - survey

By Dean Best | 8 August 2011

Over half of food and drink industry executives do not measure the return on investment (ROI) they get from their use of social media, according to a just-drinks survey.

More than 54% of the industry professionals surveyed said they did not monitor the ROI that their companies make on social media networks. A further 18% "did not know" if the business in which they worked measured the returns.

The results come from a survey of over 500 food and drink executives that just-drinks and sister site just-food conducted as part of a report into how companies in the two industries use social media.

When asked what the "top three barriers to implementing a social media strategy were", several respondents said that it is difficult to measure the ROI. "Showing the ROI of a Facebook fan or a Twitter follower", was one hurdle put forward.

While some 52% of those surveyed said their companies now have a formal social media strategy, around a quarter of executives said their companies have not devoted any of their marketing budget to social media.

Nonetheless, over two-thirds of respondents said social media would be included in their companies' next marketing budgets.

For more details on just-drinks’ Social Media in the Food and Drinks Industry report, click here.

Expert analysis

Social Media in the Food and Drinks Industry

Social media is playing an increasing role in the marketing strategies of food and drinks manufacturers around the world. This all-new report from just-drinks gives you a complete analysis of how social media is being used within the global food and drinks industries. The report is a must-have for anyone interested in social media and future trends in marketing.

Sectors: Beer & cider, Soft drinks, Spirits, Water, Wine

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