More than half (54%) of 500 food and beverage company executives responding to a global survey by the Just-Food trade media group report that their companies do not measure social media's ROI.
Another 18% said they did not know whether ROI for these media is measured.
Some respondents cited the difficulties of pinning down the value of a Facebook fan or Twitter follower in order to
determine ROI.
However, 52% said their companies now have a formal social media strategy. And while a surprising one-quarter said their companies had yet to devote parts of their marketing
budgets to social media, two-thirds said that social media would be included in their companies' next marketing budgets.
The survey was conducted as part of the research for a paid report on
social media and the food/beverage industry.
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