Been reading an article in Mashable.com (http://mashable.com/2009/10/27/social-media-roi/) about the issues relating to measuring ROI via social media marketing campaigns. According to research by Mzinga and Babson (2009), 86% of marketing professionals are now adopting social media as part of the overall marketing strategy. However, of that percentage only 16% of respondents actually had mechanisms in place to measure return on investment. In addition to this statistic, only 40% of the total respondents actually knew of methods by which ROI could be measured.
