Using visual social channels like Instagram to fire up marketing initiatives and get closer to consumers is the smart move consumer packaged goods (CPG) companies are making these days. But not all are adequately taking advantage of this effective medium, often because CPG businesses haven't prioritized the development of brand identities that lend themselves to creating engaging social narratives. The CPG category also tends to be more old school (i.e. they date from pre-digital revolution times), and its marketers may not understand the rewards a business can reap from hatching a strong social strategy. But an even bigger barrier for the sector has been the lack of clarity as it relates to measuring the ROI of these digital activities.