A research conducted by Duke University concluded that companies that have been paying and subscribing social media promotion and market penetration have increased exceptionally for the past years. This number is expected to grow further in the future.
However, marketers and business specialists are concerned whether companies are getting the return of investment they need from social media exposure. As the matter of fact, the study showed that only 15% of the marketers are able to feel the quantity of the exposure while 40% can only merely feel its qualitative effect.
Specialists are also concerned about the impact of huge data that social media sharing can cause in the future.
Source: WSJ Blogs