What's the value of a tweet or Facebook "like"? That's a key question for many marketing executives, according to a new survey from The Creative Group. Four in 10 (40 percent) advertising and marketing executives interviewed said their greatest stumbling block when it comes to social media is measuring the success of their efforts. Finding knowledgeable staff to execute social media programs is problematic for 19 percent of respondents.
The national survey was developed by The Creative Group, a specialized staffing service for interactive, design, marketing, advertising and public relations professionals, and conducted by an independent research firm.
Advertising and marketing executives were asked, "When it comes to implementing social media initiatives, which of the following would you consider to be the greatest challenge for your agency/firm?" Their responses:
Measuring or defining return on
Finding knowledgeable staff to execute
social media tasks 19%
Finding budget for social media
Gaining executive support for social
media initiatives 10%
Nothing/no challenges 13%
Don't know/no answer 4%
*Responses do not total
100 percent due to
"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.
Farrugia noted that finding the right people to plan, execute and monitor social media programs has its own set of challenges. "Companies want people who are passionate about using social media sites such as Twitter, Facebook and Pinterest, and who recognize and can take advantage of business applications for these channels."
About the SurveyThe national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 500 telephone interviews -- approximately 375 with marketing executives randomly selected from companies with 100 or more employees and 125 with advertising executives randomly selected from agencies with 20 or more employees.
About The Creative GroupThe Creative Group specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and The Creative Group's award-winning career magazine, can be found at www.creativegroup.com.
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