This measure calculates the percentage of total annual marketing spending (including advertising and trade spending if applicable) that went to social media (i.e. interactions via social platforms external to your company website). It is part of a set of Supplemental Information measures that help companies evaluate additional variables not covered elsewhere for the process "define and manage channel strategy."
Percentage of total annual marketing spending spent on social media
Supplemental information is data that APQC determines is relevant to decision support for a specific process, but does not fit into the other measure categories such as cost effectiveness, cycle time, or staff productivity.