Marketers Struggle with Social Media
[Source: Pivot Conference]
Marketers struggle to get the most out of their presence on social sites, and with brands’ continued tenure on the networks, their goals and the metrics they use to measure their performance have changed over the last three years. Pivot conducted a study to learn more about the attitudes, decision-making and expectations of professionals leading social media initiatives at major organizations.
Most marketers seem to be getting a better handle on social. The percentage that said lack of a social strategy had prevented them from moving beyond experimentation went down between 2011 and 2012, from 41.6% to 32.5%. Meanwhile, budget became the biggest hindrance to forward action on social, cited by 62.5% in 2012, up from 47.2% the previous year. Here are some additional key findings from the study:
1) Sales matter, but engagement matters more.
2) The deal era has passed! Content and insight is more important.
3) Companies tie social media measurement metrics to business goals.
Find out how well your company is mastering: reach, likes, comments, shares, subscribers, stories, tweets, retweets, circles, engagement, status updates, talking about this, events, followers, visual content, friends of fans, pins, repins, boards, hashtags, +1’s, favorites and more.
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- See Where You Stand – When it come to social media, it’s a relatively new, constantly evolving field. Haven’t you always wanted to see where you land?
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Filed under: Social Media Marketing