1 in 5 Large Companies Say They’re Losing Money on Social Media (But Twice As Many Are Cashing In)

Measuring social media’s return on investment (ROI) continues to plague marketers. While most research on the topic tends to focus on the proportion of marketers who can effectively track social ROI or the proportion seeing positive ROI, a new study [download page] from Tata Consulting Services (TCS) goes a step further, examining the share of large consumer companies that have not only measured the value of social media, but have also found it to date to be less than their investment. Good and bad news follow. (more…)