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WFA members say online accountability a barrier to increased social media investment
Date: 30/09/2009
WFA has run a survey within its corporate membership on the ways digital marketers approach social media marketing. Respondents were multinational marketers with responsibility for digital marketing investment from 21 companies. 8 different categories were represented.
Some highlights from the executive summary are below:
- 81% of respondents plan to increase their Social Media Marketing (SMM) investment over the coming 12 months
- Over the next 12 months, 57% plan to move their SMM work internally (versus using an agency) although currently...
- Only 28% have dedicated personnel e.g. community managers
- 45% have completed multinational deals with social networks. The majority of those did so directly.
Many marketers claimed that their inability to demonstrate the return on investment is one of the primary obstacles to increasing their investment in social media. The need for improving online accountability and measurement tools is just one topic on the agenda of WFA's Digital Network.
WFA members can request more information on these survey results from Robert Dreblow: [email protected]
Related document:
What advertisers want from online audience measurement
