Socialbakers conducted a social media pulse check across 82 countries and 20 industries to discover what marketers are focusing on, and more importantly, what they’re not. Did you know that 86% consider competitive social analysis important, but only 1/3 use paid tools to conduct said analysis! Imagine a lawyer who says a strong defense is important and then turns to Wikipedia to build a case. No thanks, I’ll Google the Constitution myself. Here's what over 500 of your peers had to say about the state of social media marketing.
This means nearly 70% of marketers aren’t willing to put their money where their mouth is! Marketers who fly blind without the support of benchmarking data are at a huge disadvantage. Knowing what your competitors are doing on social and how your brand compares is critical for setting and reaching relevant KPIs. Free analytics tools have a place in marketing, but not for those who want a true competitive advantage.
62% say customer acquisitions via social marketing is a “very important” goal for 2014, but only 29% say the same about social customer care. As brands mature on social media, so do their goals. Remember the days when “likes” seemed to be the only thing that mattered? While social ROI is a smart goal, brands must not neglect the importance of social customer support. As our Socially Devoted initiative highlights – if you don't support customers on social, they'll be less likely to support you with their voices or wallets.
It's no surprise that 80% of marketers, regardless of company size, say Facebook is a high priority. What's surprising is that only 14% will give Google+ a high priority in 2014 and 23% will not consider the platform at all! This data supports the trend to continue treating Google+ as an SEO tool, not a popping social network.
For those of us with start-up experience we know how many hats a CEO can wear, including the social media one. Support for social marketing is diversified with company growth to include other supporters such as Head of Digital, roles most likely created from said growth. While the benefits of a data-driven social media strategy seem obvious to most marketers, even some big companies struggle to create a company culture that supports social.
With so many advancements in publishing tools it's surprising that 41% exclusively publish and manage content directly to native platforms. This means zero support for reporting team performance, organized collaboration, easy scheduling, and managed post approval. This tactic waves a huge red flag for large teams looking to streamline social efforts and avoid confusing communication. We of course recommend using publishing tools.
Who Did We Ask?
When we say global, we mean global. 82 countries are represented in this survey reflecting a variety of industries including Education (13%), E-commerce (9%), Software (9%), Travel (9%), Nonprofit (9%), and Retail (7%). Company size doesn’t matter when it comes to social media presence so we asked the Davids (less than 50 employees) and the Goliaths (over 5,000 employees). We owe a great debt to the 500+ marketing professionals who contributed to this report. As a thank you, they received the complete survey results in advance of this release. So, don't miss out next time and take part in our upcoming surveys.
Stay tuned for more data driven insights into The State of Social Marketing 2014. Our next stop – social advertising trends!