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Category: Marketing (page 2 of 2)

Statistics on Social Media Marketing

Statistics on the benefits of social media marketing are everywhere.

It only takes a little research to get a clear picture on how social media marketing can help your
organization be more successful. There are compelling reasons why every organization should incorporate social media into their business plans. One of these reasons is the fact that our society is becoming increasingly geared toward technology. Below, I’m going to lay out 10 social
media facts and statistics to help you understand its importance.

1. Seventy-six percent of marketers believe they know what their consumers want when it comes to interaction and social media content. However, only 34 percent of these people have actually taken the time to ask.

2. Fifty-nine percent of marketers believe consumers on social media platforms provide insights on buying decisions, while 58 percent believe the same consumers provide insights on customer service. What this says is there is a disconnection between what marketers think consumers want and what consumers actually value. In reality, 83 percent of consumers place priority on deals and promotions, while 70 percent places an emphasis on some sort of rewards program.

3. When it comes to sharing useful content from businesses, they are more likely to share 79 percent of the time through e-mails, 53 percent of the time through LinkedIn, 39 percent of the time through Twitter, and 18 percent of the time through Facebook.

4. Seventy percent of marketers agree that measuring their social media efforts is difficult, but they still acknowledge the effort they put into social media is important.

5. Social media traffic is measured by 79 percent of marketers, compared to 68 percent of marketers who track engagement metrics on social networks. Only about 26 percent ever took the time to measure the relationship of social media activity to leads and subsequent sales.

6. In 2011, about 47 percent of marketers said they feel good about their social measurement. Four percent described their efforts as being very effective. Forty-seven percent are struggling with how to effectively measure their social marketing and are still learning the ropes.

7. Statistics show that women vastly outnumber men on Pinterest; women make up 80 percent of Pinterest users. The same can be said of Facebook and Twitter, where women also
represent the larger share of total users. On Facebook, approximately 58 percent of users are women and on Twitter, 52 percent of users are women. When it comes to LinkedIn, men outnumber women, making up 73 percent of LinkedIn users. On Google+, men also make up the lion’s share at 71 percent of the total users. It is also worth knowing that half of the people using Google+ are less than 25 years of age.

8. Despite growing trends, the concept of customer relationship management (CRM) is still confusing to many organizations. Sixteen percent of companies in the U.S. say they have a social CRM in place. Twenty-one percent say they plan to implement it soon. A smaller chunk (17 percent) has no clue what a CRM system is or how to implement it.

9. Eighty-six percent of companies worldwide have a presence on Facebook and Twitter. Half of all the companies in the world make use of YouTube and LinkedIn. Pinterest and Google+ attract
just over a quarter of the world’s companies.

10. More than 80 percent of small to mid-sized businesses (SMBs) plan to increase their use of social media in 2014. This is not surprising, considering that 87 percent of SMBs say that
social media has helped them in varying degrees over the past year. Of those using social media marketing, social media accounts for 32 percent of SMB marketing activities.

It is no longer enough for businesses to simply be found on social networks. The trends favor businesses that optimize their content across various social media sites, thus combining social marketing with traditional PR and marketing.

There are also sophisticated ways of measuring your business statistics in social media. Organizations that don’t keep up with the changing dynamics of a modern lifestyle and monitor how it affects their field of business are inevitably left behind. This is why more than 92 percent of businesses are incorporating social media as part of their marketing strategy. It’s also important to note that 100 percent of the Top 100 Advertising companies have some form of a social media site. These statistics prove that social media is vitally important to the success of any business.

You have to make things easy for your readers

At Business Insider’s Ignition 2013 Conference, the media companies in attendance said 50 percent of their core audience’s content consumption came through their mobile apps. That’s proof that people want easy-to-understand answers and solutions right at their fingertips. (The mobile Web isn’t for heavy reading. After all, when’s the last time you read Hamlet on your Smartphone?)

Even people who are reading on a traditional computer screen want to see content that’s easy to digest. Back in 2006, the Nielsen Norman Group did a groundbreaking study on how people read Web pages, and the results are still very relevant today. After tracking hundreds of readers’ eye movements, they found that people scan Web pages quickly, focusing on the top and left portions of the page the most. (That’s why so many successful Web writers break things down into lists and short paragraphs – because it fits in with this reading pattern.)

No matter what device people use to read your Web content in 2014, you’ve got to keep it concise and conversational. Take all of those fancy words you learned for the SATs and forget about them. Your readers want quick answers and solutions; they don’t want to marvel at your extensive vocabulary.

Do not be ignorant about public opinion

Financial behemoth JPMorgan launched a social media campaign this year called “#AskJPM”. A seemingly innocent and engaging idea, the premise was simple: Incite Twitter users to ask their hard-hitting financial questions to JPMorgan professionals.

Here’s where they went wrong – they forgot to consider the public view and opinion of banking institutions overall, and the inevitable snarky comments from the angered masses. In other words, they were asking for trouble, and they found it. Because the industry had already generated so much frustration and blame, creating a hashtag to direct public questions only fanned the flames, and created a direct portal for venting. A little forward thinking would have prevented this debacle all together. Instead, it was (and still is) an embarrassment for the company, with many negative #AskJPM comments and questions posted for all to see.

How we can learn from this: If you’re in an unpopular industry, or if you’re doing damage control with your audience, be very careful about the feedback you elicit. Never be ignorant about your reputation online and elsewhere, and communicate your campaigns with a clear purpose and awareness.

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