This article discusses how marketers are still unsure of how
to measure return on investment on social media marketing and yet despite that
marketers are obviously still investing in social media marketing. It reflects
dilemma of both the prominence of social media marketing and the need to invest
in it and yet also the concurrent uncertainty about how to do so. Part of this
stems from the fact that the social media landscape continues to change and
grow and in doing so, continues to become ever more complex. When new upstarts
like Pinterest enter the scene, it requires one to re-evaluate social media
strategy to accommodate new channels and how the various components of the different social networks impact each other and can be integrated with each other. This heightens the difficulty of social
media marketing strategy.
This also goes hand-in-hand with Facebook’s difficulties of
leveraging and monetizing the value of the network it has. In essence, a very
valuable tool has been created and developed and no one knows what to do with
it. Given the amount of time and interaction people invest in social media,
there is definitely value, but no one seems to know just what this is worth and
how to wield it.
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