Business professionals are more likely to use social media for marketing purposes over any other business area according to a recent study by Mzinga and Babson Executive Education. 4 in 10 respondents reported they had used social media to help with internal collaboration and learning. 30% of professionals utilized social media for customer service and support, followed closely by use in sales and human resources at 25% and 21% respectively.
Available applications such as Facebook Insights and Google Analytics can be useful tools in determining the success of your social media campaigns. Other basic methods such as counting the number of Fans or Followers can give you a rough idea of the ROI that your company may be obtaining.
Source: eMarketer, September 22, 2009