CMO Survey: Why is social falling short?

“Social media has evolved to become a highly valued channel for marketers, helping them engage with consumers, share content in real time, and promote their brands in inexpensive ways. But while social media spending as a percent of total marketing budgets has grown by more than 200 percent over the last seven years, it is still falling short of marketers’ projections and faces many challenges, according to the latest CMO Survey, sponsored by the Fuqua School of Business at Duke University, the American Marketing Association, and Deloitte.”