“It’s very, very difficult to fully account for the impact and the power of social media and its influence on our purchasing decisions.”
Frank V. Cespedes, Senior Lecturer at Harvard Business School, in Is Social Media Actually Helping Your Company’s Bottom Line?:
“Companies measure the market results of their sales investments. But few have measures or even have accountable managers in place for their social media investments, and only 7% say their organizations “understand the exact value at stake from digital.””
Peter Prodromou, president, Racepoint Global in The promise of measurement: Moving metrics to the bottom of the funnel:
“…although this is a big step in the right direction, we’re simply not there yet. The Holy Grail is still to produce hard numbers that directly link marketing to sales, giving us the seat at the table we’ve always wanted.”
Michael Preysman, founder, Everlane in Inside Everlane’s do-gooder social media strategy:
“This [social strategy] works for engagement. It’s hard to prove dollars for…
