What is it your peers and competitors are doing with social media these days? The 2015 Social Media Marketing Industry Report lets you take a peek at the trends. For the seventh consecutive year, the Social Media Examiner has commissioned a survey to explore the ways marketers are using social media and find out what’s working best.
This in-depth study holds all kinds of statistical patterns that you can delve into at your leisure, based on answers from 3720 marketers, both B2B and B2C. If you don’t have the time or inclination to dive for that treasure yourself, check out these key findings from this year’s data:
- Facebook is still the dominant platform, with 52% of marketers naming it the most important one they use and selecting it as the one they’d use if they had to choose a single account. 93% say they’re using the platform today, and 62% intend to expand their use of Facebook for marketing.
- Despite that impressive lead, only 45% expressed confidence the performance of their marketing efforts on the platform.
- LinkedIn ranked second with 21% of the vote as most important marketing platform, ahead of Twitter, which garnered 13%. If those numbers seem low, keep in mind that 73% currently use Twitter and 71% use Linkedin to market their firms.
- Future plans are concentrated on Twitter, YouTube and LinkedIn. 66% of those surveyed say they intend to increase activities on these up and coming networks.
- 57% of respondents said they currently use video as a marketing tool. Almost three quarters (72%) said they intend to learn more and employ video in the coming months.
- Podcasting is still a rarity, with only 10% of marketers claiming to utilize the channel. However, 26% said they intended to do more with podcasting and 43% are desirous of learning more about it.
The most frequently expressed issues and questions marketers have about social media focus on tactics, engagement and measurement this year. Among the marketers surveyed, a whopping 87% are wrestling with the following questions taken from the survey:
- What social tactics are most effective?
- What are the best ways to engage my audience with social media?
- How do I measure the return on my social media marketing?
It’s not surprising that these are the most common questions. They’re certainly the ones we see clients wrestling with, and among those we try to help answer for the firms with which we work. Still, there may be some comfort in the fact that your colleagues are struggling to pin down the same kind of information that you are.
What do you think? Are you confident on all these issues but facing an entirely different question? Feel free to share your opinion on the survey or ask your own questions in the comments.