Tag: social media marketing study

According to the latest research, there is a maturing occurring in what people expect from this technique.

There is nothing rare about research being conducted on the results that are being generated by social media marketing, but what is starting to become quite interesting in this domain is the change in the expectations surrounding the results that the technique will generate.

Now that the channel has been used for a few years, it is becoming possible to view its trends.

Some patterns have started to emerge as the very latest in studies have been released by the researchers at the Pivot Conference, and their publication, the “State of Social Media Marketing 2012-2013”. Though the research did provide a large amount of detail as to the breakdown of the use of the strategy over the last few years, it is the trends that are being viewed as the most worthwhile.

For example, many of the respondents in this study changed their feeling that social media marketing success must be gauged by sales.

In 2011, the respondents stated in 100 percent of the cases that an increase in sales was the top goal for any campaign using social media marketing, either for their own company, or those of their clients. However, that opinion has changed dramatically since that time, as in 2012, it was recorded that less than 50 percent of the participants felt the same way. This year, it appears to be climbing again, and is currently settled at the 56 percent mark.

The data from the study also showed that there were tremendously high expectations of the performance of social media marketing in 2011 and a withdrawal of that belief in 2012. This year, there seems to be a rebound in the faith that marketers have in the technique. This occurred in nearly every response area of the study.

Many are interpreting this as a sign that social media marketing as a technique is now maturing, and that the understanding and expectations surrounding it are starting to become more realistic and steady. It has moved beyond the tremendous hype and has survived disappointment and is now starting to level off to a degree that is often seen in areas that are more established.

The data showed that a mere 37 percent feel that their advertising on Facebook is effective.

According to the 2013 Social Media Marketing Industry Report that has just been released, many marketers are not satisfied with the results that they are seeing with their efforts over Facebook.

The report also indicated that many marketers are not using the networks to their greatest potential.

Though it had been expected that the greatest surprise that the marketers would reveal regarding their social media marketing would be the lack of participation, this was not at all the case. Instead, the report’s authors were most taken aback by the number of businesses aren’t tracking the effectiveness of their campaigns so that they aren’t actually aware of the impact that it is having.

Among the study participants, 97 percent said that they were using social media marketing in their campaigns.

Moreover, the 86 percent of the respondents said that they felt that social media marketing was an important part of their overall advertising efforts. When asked specifically about the use of Facebook, it was revealed that 92 percent of the participants were using that network as a part of their advertising and promotions. Forty nine percent of those using Facebook felt that it was the most important of all of the platforms.

However, only 37 percent of those using Facebook social media marketing actually felt that it was effective.

That said, the report underscored the fact that this figure does not represent the number of companies that have actually seen success from their social media marketing over Facebook. Instead, it represents the number that feel that it is effective – not necessarily based on having tracked the impact of their ads and their return on investments.

The reports also pointed out that it is more likely that large organizations will feel that social media marketing over Facebook is effective than smaller or medium sized companies. It was the bigger companies that were most likely to feel that targeted traffic was moving from the platform to their company brand site. Among smaller companies, a considerably lesser impact was noted by the research.