As social media marketing continues to mature, what are marketers planning to do? According to research by Awareness, Inc. and reported by eMarketer, 70 percent are looking to expand their mix of platforms.
Chart by eMarketer, January 2012
When it comes to social media platforms, the marketers’ top five social media choices are Facebook, Twitter, LinkedIn, blogs, and YouTube (and other video) as reported by both Awareness, Inc.’s research and Social Media Examiner’s 2012 Social Media Marketing Industry Report.
Chart from page 21 of Social Media Examiner Report
Social media marketing tools marketers are planning to use in 2012:
Here are the social media tools that marketers are considering according to Social Media Examiner’s 2012 Social Media Marketing Industry Report. (Note: This research was fielded before Pinterest’s high growth earlier this year and Instagram’s purchase by Facebook.)
Chart from page 31 of Social Media Examiner Report
- Google+. Google+’s 90 million users and 1 million business pages have marketers’ attention. In part, this interest is driven by their need to remain visible on Google search.
- Blogs. Regardless length of social media marketing experience, marketers want to learn more about blogs despite tepid usage by businesses. As a social media tool, blogs should be a no-brainer for businesses since they support the purchase process at every step, provide content that feeds social media, and support search optimization. (To help, here are 42 tips to get your business blog on track.)
- Facebook. As the 800-pound gorilla of social media in terms of the number of users and time spent that continues to change, marketers can’t afford to ignore Facebook whether it’s part of your mix or not since it can have an impact on other social media platforms, either directly or indirectly.
- LinkedIn. While stronger among B2B marketers with its diverse content offering, don’t limit your thinking to B2B or customer acquisition. Think more broadly across your organization to human resources and other internal functions such as where building relationships is important.
- YouTube (and other video). As the second biggest social media platform after Facebook and the second biggest search engine, YouTube is a must-have in every marketer’s social media mix. Since video provides a 360-degree view of your product and shows it in real-life situations, with increased mobile devices usage consumers can view this content wherever they are.
- Twitter. Despite requiring its own language, Twitter continues to expand its reach among marketers. This microblogging platform is best used for time-sensitive messages, customer service (if your team is properly trained), and daily specials.
- Social bookmarking/news sites. For marketers, social bookmarking is focused on socializing their owned media to increase earned media impressions. This applies to their website, blog, email, and other communications, online and offline.
- Photo sharing sites. Encompassing a wide range of options including Facebook, Flickr, Pinterest, Instagram (now part of Facebook), Tumblr, and others, photos are 2012′s breakthrough, must-have social media element. The reason is simple. With a smartphone anyone can snap a shot and share