Info-Tech Research Group Unveils Framework to Help Organizations Strengthen Social Media ROI

Social media remains one of the most powerful tools for brand visibility and customer engagement. Yet, according to new research from Info-Tech Research Group, many organizations still struggle to achieve consistent results and demonstrate a clear return on investment (ROI). 

The firm’s findings point to persistent challenges such as limited resources, unclear audience strategies, and inconsistent measurement practices that prevent marketing teams from realizing the full value of social media.

To address these issues, Info-Tech has released its Level Up Your Social Media Game—a two-phase framework designed to help marketing leaders audit performance, identify improvement opportunities, refine tactics, and align social media strategies with measurable business outcomes.

"Social media has become one of the most visible and influential elements of brand identity. However, activity alone isn't success," says Emily Wright, a senior research analyst at Info-Tech Research Group. "By taking a structured, data-driven approach, marketing leaders can uncover what works, focus resources effectively, and connect every post and campaign to tangible business objectives."

Info-Tech’s Two-Phase Framework for Improving Social Media ROI

Info-Tech’s latest insights identify several obstacles that continue to limit marketing impact and budget justification, including:

• Algorithm changes and reduced organic reach that restrict visibility.
• Difficulty tracking and proving ROI across platforms.
• Content saturation and rapidly evolving audience expectations.
• Limited resources affecting content quality and consistency.
• Overextension across too many channels that dilute brand focus.

To overcome these challenges, Info-Tech recommends implementing the following structured, two-phase process outlined in the Level Up Your Social Media Game blueprint:

Phase 1 – Replay & Review Social Media Performance

Begin with a comprehensive audit of current platforms, content, and engagement engagement. This helps marketing teams identify top-performing channels, benchmark competitors, and understand audience behavior to pinpoint areas of real impact.

Phase 2 – Refine Your Social Media Mission

Translate audit findings into a focused, business-aligned plan with clear KPIs and ROI goals. This includes clarifying platform roles, developing engagement plans, determining necessary tools and budgets, and establishing the right balance between paid and organic investment to achieve measurable growth.

By following this framework, organizations can improve decision-making, optimize marketing resources, and clearly demonstrate how social media contributes to key business outcomes—such as lead generation, brand equity, and customer retention.

"Too often, organizations treat social media as a creative outlet rather than a performance-driven function," adds Wright. "By auditing regularly, refining strategies, and aligning social initiatives to organizational priorities, marketers can prove real ROI, enhance agility, and ensure their efforts create sustained value."

Source: Info-Tech Research Group

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