• August 3, 2011

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.