Social Media’s Problem Isn’t a Lack of ROI

Contrary to popular belief, social media doesn’t have an ROI problem. In fact, the industry has more data than anyone knows what to do with, according to Adam Kmiec, social and digital marketing chief at Campbell Soup, who spoke at Digiday’s webinar, “The Dos and Don’ts in Social Media.”

“We have an expectation problem,” he added, pointing out that social media metrics require a different way of thinking. “A big part of your strategy needs to be your measurement model, how you evaluate what you’re doing in the social space and how it connects to non-social efforts.”

via Social Media’s Problem Isn’t a Lack of ROI | Digiday.

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