Measuring ROI Tops Executives' List of Social Media Challenges

"Measuring or defining return on investment" was the top challenge when it comes to social media, according to a survey of marketing executives by The Creative Group, the marketing/creative staffing division of Robert Half International Inc.

Forty percent of marketing executives cited "measuring or defining return on investment" as the biggest stumbling block when it comes to social media. "Finding knowledgeable staff to execute social media tasks," ranked as the second-most cited hurdle. It was reported as the biggest challenge by 19 percent of marketing executives.

"The social media landscape is changing constantly, making it difficult for companies to not only determine which channels to focus on but also how to effectively measure the impact of their efforts," said Donna Farrugia, executive director of The Creative Group.

The survey included 500 marketing and advertising executives.

Filed by Staffing Industry Analysts, a sister company of Workforce Management. To comment, email editors@workforce.com.

Stay informed and connected. Get human resources news and HR features via Workforce Management's Twitter feed or RSS feeds for mobile devices and news readers.

Guidelines: Comments that include profanity or personal attacks or other inappropriate comments or material will be removed from the site. We will take steps to block users who violate any of our posting standards, terms of use or privacy policies or any other policies governing this site. You are fully responsible for the content you post.