The year 2012 shows that marketers have an interest in social media marketing that goes beyond Facebook, Twitter and LinkedIn. According to a study titled “The State of Social Media Marketing”, released by the company Awareness , the top trending area for investment is the one well-known channel: blogs.
It was raised that marketers not only intend to keep investing in social media, but their top areas of investment will be in presence and frequency, which includes the periodicity of content publishing. Ninety-one percent of the surveyed professionals mentioned they will increase the use of blogs. Other popular platforms are: YouTube (86%), Foursquare (59%), SlideShare (43%), Flickr (50%) and Tumblr (30%).
Each of these outlets are useful to drive web traffic and develop a relationship with prospective and current customers. It appears that marketers are valuing monitoring resources, as the report shows that is becoming more urgent to find parties that can offer people and tools to help busy businesses stay on top of all media feeds – with the ability to respond instantly.
The need to create well-tailored and engaging content for every channel was also raised. It is shown that there is an urge to offer something more than games and giveaways on Facebook and Twitter, for example. A “like” or a “follow” are only useful if they can be turned into profit, and this only occurs if the audience engages with the brand. The audience, in its turn, will only engage with the brand if enticed to do so. That is the reason as to why content creation was mentioned by the research participants as one of aspects to be evolved on Social Media.
The survey took place in the US, where 320 marketers were interviewed. Their companies belonged to a diverse range of industries, varying from B2B to B2C, with revenues from less than $ 1 Million (36%) to over $100 Million (15%) and different levels of social marketing experience.