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Creative Group survey finds measuring social media top challenge

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Menlo Park, Calif.—The top challenge for marketers implementing social media is measuring ROI, according to a survey by the Creative Group, a staffing service for marketing agencies. The report was based on a telephone survey in April of more than 500 marketing and advertising executives, including about 375 marketing and 125 ad agency executives. Forty percent of marketing and advertising executives said their greatest challenge to implementing social media initiatives is measuring or defining ROI, while 19% said their greatest challenge is finding knowledgeable staff to execute social media tasks. Other challenges cited were finding budgets for social media programs (13%) and gaining executive support for social media initiatives (10%).
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