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Published: November 20, 2017
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The debate over the value of organic social media marketing is still intense, several years after Facebook began reducing the reach of nonpaid brand posts. eMarketer asked marketers a simple question: Is organic social media marketing still relevant? The overall answer was “yes”—though with reservations.
"More than 90% of US companies with 100 or more employees will use social media marketing next year. This includes ads on social platforms as well as organic posts."
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US Companies Using Social Media for Marketing Purposes, 2015-2019 (% of total)
Marketing Tactics that Marketing Leaders Worldwide Currently vs. Plan* to Use, April 2017 (% of respondents)
Channels Used to Initiate Engagement with Brands/Vendors According to Internet Users Worldwide*, April 2017 (% of respondents)
Interaction Rates for Facebook Profile Posts for Brands Worldwide, by Page Size and Industry, Jan 1-Jun 17, 2017 (among profiles tracked by quintly)
Customer Relationships Become More Important
Leading External Social Media Objectives According to Social Media Marketers* in North America vs. Western Europe**, Q3 2016 (% of respondents)
Leading Social Media Marketing Objectives According to US Marketers, by Level of Importance, Feb 2017 (% of respondents)
Marketing Channels Used for Retention According to US Marketers, 2016 & 2017 (% of respondents)
Social Is More Valuable than Ever for Customer Service
Actions Taken by US Internet Users if a Brand Ignores or Reacts Poorly to Their Complaint on Social Media, July 2017 (% of respondents)
Social Listening and Market Research
Data Used by In-House Marketers Worldwide to Help Meet Their Business Goals, 2015-2017 (% of respondents)
Marketing Technologies that Marketing Leaders Worldwide Currently vs. Plan* to Use, April 2017 (% of respondents)
US Companies Using Social Networks for Marketing Purposes, 2015-2019 (% of total)
US Fortune 500 Companies that Have a Public-Facing Social Media Page, by Platform, 2017 (% of total)
Average Engagement on Facebook Posts by Brands/Publishers Worldwide, by Content Type, July 2016-June 2017
Most Engaging Type of Social Media Content According to Social Media Marketers Worldwide, July 2017 (% of respondents)
Social Engagement Share for US Brand Pages, by Platform, 2015 & 2016 (% of total)
Average Number of Days per Week that Brands Worldwide Post on Snapchat, by Vertical, Feb & Nov 2016
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