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Better Customer Engagement is Marketers Top Business Objective

Marketers are beginning to understanding the goals of social media marketing are far more than just “likes” and followers, according to a survey of US marketers in July 2012 conducted by Awareness, a social marketing software company. Of respondents, 78% cited that customer engagement is a top business objective, followed by 51% who said revenue generation was a lead objective. These objectives focus more on relationship building and tying social media back to business results, showing marketers want to go deeper with their social media work than just counting fans.

Not surprisingly, counting fans was still an important tactic for almost all US marketers, and a large percentage of respondents were also measuring traffic to their websites, customer satisfaction, and new customer as the chart below will show.

How Marketers Evaluate Effectiveness of Social Media Marketing
The following shows the leading areas of social media marketing investment according to US marketers in July 2012:

  • 66% are investing in increasing their social media presence.
  • 56% are increasing the frequency of content published.
  • 50% would invest in better integration of social marketing into other marketing initiatives.
  • 35% would work toward better integration of social marketing into the rest of the organization.

Are you engaging with your customers, fans, and followers? Let us know how are you building relationships and connect with your target audience?

Mary Shaw