The 2013 Social Media Marketing Industry Report was based on surveying over 3,000 marketers, with the primary aim of trying to understand "how they use social media to grow and promote their businesses." Social Media Examiner has provided a wonderful post explaining the meaning of the results of the study. What are marketers wanting more of in their social media experience? Are they finding the ROI for social media marketing? Social Media Examiner author Patricia Redsicker posts the main findings below.
1. Blogging Is What Marketers Most Want To Learn About
"When asked what social media platform they wanted most to master, 62% of marketers said blogging, putting it in first place slightly ahead of Google+. This answer is consistent with other studies, which show that the appetite for blogging education is growing."
2. Blogging Is Highly Valued by Professionals
"Most marketers (49%) selected Facebook as the single most important social platform for their business, followed by LinkedIn (16%), blogging (14%) and then Twitter (12%). But for the Pros (marketers with three or more years of social media experience), blogging jumped to second place! Similarly, a recent Technorati report on Digital Influence also indicated that 86% of influential marketers blog consistently, and a majority of them do not produce much content outside of their blogs."
3. The Value of Podcasting Is Finally Being Realized
"Marketers were asked to indicate how they plan to change their social media use in the near future. While only 5% are currently using podcasting, a significant 24% plan on getting involved this year. That’s a nearly five-fold increase! The report shares three reasons why interest in podcasting is growing: Apple’s introduction of a dedicated podcasting mobile app, smartphone subscriptions topping the 1 billion mark, and major car manufacturers such as BMW and Ford starting to integrate podcasting technology into new cars."
4. Only About 25% of Marketers Can Measure ROI In Using Social Media
"When asked to rate their agreement with the following statement, “I am able to measure the return on investment for my social media activities,” only 26% of marketers agreed! What’s interesting about this survey is that social media is clearly a core strategy for businesses, yet measuring it remains a mystery."
5. 2/3 of Marketers Are Unsure About Facebook Marketing Effectiveness
"Perhaps the most surprising finding in this study was that most marketers don't really believe in Facebook! Sure they use it, but they don't really think it is effective. Only 37% agreed with the statement 'My Facebook marketing is effective.' Specifically, 44% of B2C marketers agreed with this statement, while only 29% of B2B marketers concurred."
You will want to click here for the full post, which include the other interesting findings from this study.
Are your experiences with social media marketing consistent with these research results?
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