Research has shown that 43% of marketers when asked said they were not confident that their social media investments was driving ROI?
In the same research, illustrated in the infographic below, 61% said that they felt email marketing was the most effective area for marketing investment.
Whilst it is often incredibly difficult to demonstrate Social Media ROI for individual elements of social media marketing activity, with the effort required to demonstrate sometimes more than the activity itself, this does not mean this activity is not valuable to your business.
Even those who question the value of social media are increasingly recognising you have to be in the social space, your customers expect it and you competitors are there. You do not want to be playing catch up in a few years giving away a potential competitive advantage.
You can help alleviate some of the concerns over ROI through an integrated approach, bringing together your email marketing and social media activity, reducing costs and providing a more joined up approach.
Showcasing individual examples of where social media engagement drives sales can also help highlight the benefits in a more tangible way.