Archive for Center for Marketing Research at the University of Massachusetts

Inc. 500 ROI

Inc. 500’s Social Media Conundrum: is the ROI There?

Despite its growing adoption by the Inc. 500, social media still confounds companies that are struggling to determine whether the ROI is worth their investment of time and money.

When asked to indicate their concerns about social media, respondents said their biggest worry is return on investment (59%) a 23% jump from last year, according to the University of Massachusetts’s Social Media and the 2016 Inc. 500 study.

This annual study by the school’s Center for Marketing Research analyzes and evaluates social media usage among the fastest growing small companies. Read More→

Twitter Still #1 Social Network for Fortune 500 Companies, Study Says

UMass 2013 social media study social media usage Fortune 500Companies in the Fortune 500 accelerated their use of social media tools in 2013, according to the annual study by the Center for Marketing Research at the University of Massachusetts Dartmouth.

Twitter retained its #1 ranking among the Fortune 500 with 77% of companies having an account.

New Tools in the Mix

The Center has expanded the study over the last six years to include the fastest growing social media platforms and tools. This year’s study includes Instagram, Google+, Foursquare and Pinterest, although engagement on these platforms is well below the most popular networks. Read More→