Social Media Gives Food and Bev Execs a Bad ROI Taste

Social Media Food (and Drink) for Thought: Over half of executives in the food and beverage industries do not measure the ROI they get from their use of social media, says a just-food and just-drinks survey./p>

More than 54% of industry pros say they do not monitor the ROI that their companies generate on social media networks. A further 18% of respondents “did not know”
if the business in which they worked measured the returns. Other findings from the study include:

• When asked by just-food what the “top three barriers to implementing a social media strategy were,” a number of respondents say
it is difficult to measure the ROI. “Showing the ROI of a Facebook fan or a Twitter follower,” was one barrier put forward.

• However, some 52% of those surveyed say their com- panies now have a formal social media strategy. That said, a quarter of executives say their companies had not devoted a part of their marketing budget to social media.

• More than two-thirds of respondents say social media will be included in their companies’ next communications budgets. Social media is playing an increasing role in the digital strategies of food and drinks manufacturers around the world, the report found. PRN

Source: just-food and just-drinks 

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