Between July and August 2010, the Aberdeen Group surveyed 65 retailers regarding their use of social media marketing to interact with customers. Results indicate that 85% of these organizations have an initiative in place to help manage brand reputation and encourage revenue-building consumer interactivity. Despite its pervasiveness, however, significant challenges remain to achieve a full return on investment (ROI) from social media adoption. Just over half (56%) of retailers have indicated that they are unable to quantify the effect of social media. The purpose of this Analyst Insight was to assess the different motivational factors and corresponding actions inherent in a social media marketing initiative, and the strategies retailers are taking to yield ROI benefits from these initiatives. For a copy of the report, click here.