Hasta La Creative!

For most marketers, social media is an equally tantalizing and frustrating opportunity. The average consumer spends more time during the day on the major social media channels (almost two hours) than eating, drinking, grooming, socializing or doing laundry. This is why marketers are steeped in the medium, using platforms like Facebook to launch new products, conduct ad campaigns and engage with consumers in new and exciting ways (see Starbucks’ Unicorn or Dragon Frappuccino).

The frustration, however, is understandable: Marketers are putting more resources into social media channels where the mechanics for ROI measurement are still being refined. Consider: The percentage of marketers who say they can quantify the business impact of social media has gone down, from an already low 14.5% in 2014 to 11.5% in 2016, according to The CMO Survey. Yet investments and expectations for ROI are going in the opposite direction. Total spending on social media is expected to surpass $35 billion this year, per eMarketer, with Facebook generating $16.3 billion in U.S. display advertising alone. By 2020, social media will account for more than one-fifth of total marketing budgets.

Driving social conversionsa share, a reaction, an offline conversation or, better still, a purchaseis a necessity for today’s CMO, who must consistently demonstrate business results across all channels. There are ways to mobilize the organization around a more cohesive strategy that will ultimately yield better results. It starts with building a social conversion team.

Continue reading at AdAge.com