The maturing social marketing mix
As more marketers enter the social space and others gain the knowledge that comes with experience, techniques and concerns about social marketing are changing, according to the “2010 Social Media Marketing Industry Report” from Social Media Examiner. While a year ago marketers were most interested in learning about tactics, now ROI takes center stage.
The top social tools are changing as well. Among all marketers surveyed in January 2010, Twitter barely edged out Facebook as the social tool used most. These sites have gained in importance as blogs have moved down the ladder. But among those most experienced in using social media, habits were different.
Fully 96% of marketers with years of social media experience were using Twitter, while 91% used Facebook and 89% LinkedIn. Marketers with some social media experience were also big on Twitter (92%), followed by Facebook (88%) and LinkedIn (76%). The biggest difference between the two groups was in usage of social video marketing, such as through YouTube. Nearly two-thirds of the most experienced respondents said they used the technique, compared with only 42% of marketers who had several months of experience with social media.
In contrast, marketers new to the social scene, who said they were “just getting started,” focused on Facebook. Four in five said they marketed on the social networking giant, compared with a below-average 71% using Twitter and 67% using LinkedIn. This group was least likely to leverage social video, at just 28%.
Overall, fewer than one-third of marketers told Social Media Examiner they fell into the most experienced group, up from 23% last year.
Business-to-business companies were more likely to report longer experience, with 79.5% saying they had been marketing on social media for at least a few months, compared with 68.7% of business-to-consumer marketers.
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Check out today’s other article, “Engaging Customers in Smart Conversations.”