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Facebook may be the No. 1 social network around the world for both consumers and marketers, but for content marketers in Ireland Twitter takes the cake. More than half of those surveyed in June said it was effective for their purposes.
The Marketing Institute of Ireland (MII) and 256 Media polled content marketers in Ireland about their use of the tactic, and found that the most effective wasn’t online at all, but in-person events. More than six in 10 respondents rated events either a 4 or 5 on a 5-point effectiveness scale. The best-performing digital content was videos, followed by social media other than blogs. Just under four in 10 respondents rated social highly effective for content marketing.
In terms of specific social networks, Twitter was the winner. It came in 8 points ahead of LinkedIn and 10 points ahead of Facebook, and was the only network to be rated effective by a majority of respondents.
Last year, in the nearby UK, the Content Marketing Institute (CMI) and Direct Marketing Association UK (DMA UK) also found that Twitter was the most effective social media site for distributing content, though it was rated effective by significantly more respondents (75%). LinkedIn also came second in that survey, at 61%.
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