We have some exciting news here at MarketingProfs! Hot off the presses… ‘The State of Social Media Marketing’ report, the latest addition to our line of research.
We tapped into 5,140 MarketingProfs members that represent more than 40 industry verticals–from Fortune 100 companies to individual consultants–to determine, in an unbiased manner, how companies, marketers and consumers are truly and specifically engaging in and implementing social media programs.
The State of Social Media Marketing survey results provide an in-depth look into:
- Defining what is hype and what is fact;
- Determining the true cost of social media (including salaries);
- Establishing social media vehicle adoption rates;
- Understanding how marketers use social media tactics and establish benchmarks;
- Discovering how marketers are measuring social media;
- Identifying productive social media strategies; and
- Recognizing cultural and personality characteristics that are tied to successful social media engagement.
The State of Social Media Marketing report is more than 240-pages and is organized into three major sections: what companies are doing, what individual marketers are doing and what consumers are doing. Some top-line trends include:
- Nearly half of the marketers surveyed reported that their company maintains a corporate profile on one or more social media networks. Among that half, Facebook, Twitter and LinkedIn (in that order) were the most popular.
- Despite consumer usage of social media decreasing with age, usage of social media for work purposes actually increases with age among the marketers in the study.
- Only 15% of social media marketers report that their blogging, posting or networking responsibilities are included in their job descriptions, yet more than 50% of marketers indicate that they use social media for work purposes.
- Email and traditional PR are still the most-used forms of “earned” media, with more than twice as much use as blogs or viral videos.
- The most-used tactic among Twitter-using marketers is to broadcast links in the hopes of driving traffic, yet the most successful use of Twitter for marketing purposes is monitoring for real-time PR problems.
- Most marketers report that their measurement of return on investment (ROI) for their participation in social media is mediocre or average. However, over half are using some form of tracking.
The State of Social Media Marketing is priced at $599.00. MarketingProfs Premium and Premium Plus members receive a 40% discount ($359.00). Included with The State of Social Media Marketing is a Microsoft® PowerPoint® file of all of the charts, making them easy to use for reports, presentations, newsletters and blogs.
Be sure to check out the Look Inside! It’ll give you a sneak peek into the demographics, benchmarks, research findings, and more!