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Commonly Used Social Media Tools [CHART]
Facebook remains the most common social media tool used by marketers, at 92% of respondents to the Social Media Examiner survey, unchanged from 2011 results. The second-most-popular social network among marketers, Twitter, has an 82% adoption rate, down slightly from 84% last year, meaning Facebook is about 12% more popular than its closest competitor as a marketing tool. LinkedIn comes in third with 73% marketer adoption, up from 71% last year, followed by blogs, at 61% usage, down from 67%. YouTube/other video sites are used by 57% of the respondents, though just 10% have no plans to utilize this channel in the future.
Some of the less popular tools saw a drop in adoption from 2011: social bookmarking sites dropped from 26% to 16%; forums fell from 24% to 19%; and geo-location services dipped from 17% to 14%. Read the rest at Marketing Charts.
Video Tops List Of Increased Use Of Social Media Marketing Tools [CHART]
YouTube (and/or other video sites) is the top area where marketers plan on increasing their social media efforts, finds Social Media Examiner in an April 2012 report. YouTube/video is slated for an increase in activity by 76% of respondents, ahead of Facebook (72%), Twitter (69%), blogs (68%), Google+ (67%), and LinkedIn (66%). Younger marketers (aged 20-49) are 13% more likely than their older counterparts (aged over 60) to tab video production as a key growth area (77% vs. 68%).
In fact, according to a March 2012 report [pdf] from the Web Video Marketing Council (WVMC) and Flimp Media, 81% of senior marketing executives are using online video content, with brand websites (67%), social media sites (61%), and email marketing (52%) the most popular avenues for sharing content. Indeed, video appears to be a key complement to email: almost three-quarters of marketers integrating video with email said they believe consumers are more likely to purchase or convert after viewing an email campaign that incorporated video. Read the rest at Marketing Charts.
Content Marketing, A History [INFOGRAPHIC]
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Social Media Tools Used By Inc. 500 [CHART]
The 2011 update of the University of Massachusetts Dartmouth Center for Marketing Research’s longitudinal study on social media marketing usage among the Inc. 500—the 500 fastest-growing private companies—indicates they are continuing to increase their usage of some social media tools, while pulling back from others.
Facebook usage was up in 2011, along with usage of Twitter and foursquare. The study also examined several services and techniques for the first time, some of which already have high usage. Nearly three-quarters of the companies studied were using LinkedIn in 2011, and almost half had adopted YouTube. Read the rest at eMarketer.
Social Media Marketing Success Rates [CHART]
Interestingly, most of the platforms that declined in penetration among the Inc. 500 in 2011 were rated very highly by their users. For example, 92% of those using a blogging platform said it has been successful for their business, up from 86% in 2010. Message/bulletin boards were rated even more highly, with 96% of users finding them successful. By contrast, Facebook was rated successful by only 82% of its users, down from 85% the previous year, putting the social network behind Twitter (86%, up from 81% in 2010), and LinkedIn (90%). Read the rest at Marketing Charts.
Social Media Use At Inc. 500 Companies [CHART]
The use of blogging has dropped to 37% of the 2011 Inc. 500, representing a 26% decline from 50% in 2010, and an 18% fall from 45% in 2009, according to a study released in January 2012 by the Center for Marketing Research at the University of Massachusetts Dartmouth.
Other platforms experiencing a year-over-year fall in usage among the Inc. 500 include message/bulletin boards, from 33% to 15%, online video, from 33% to 24%, and podcasting, from 16% to 6%. Read the rest at Marketing Charts.
Marketers Use Of Social Media Channels [CHART]
Smaller social sites with less current marketer usage will benefit this year. Nearly one in five respondents said they would begin marketing on YouTube in 2012. And though just 10% of marketers said they would have a new presence on Tumblr, that is on top of only 15% already using it, for an increase of more than 66%. Proportionally, usage of SlideShare and online forums would increase even more than that. Read the rest at eMarketer.
Corporate Social Media Accounts [CHART]
Enterprise-level companies of over 1000 employees now average 178 corporate-owned social media accounts, according to a survey released in January 2012 by Jeremiah Owyang of the Altimeter Group. The average enterprise company owns the most accounts on Twitter (39), followed by blogs (32), Facebook (30), and LinkedIn (29). Companies were also found to have an average of 23.4 forum, message board, or community accounts, and also held multiple YouTube (9.4), Foursquare (6.3), and Flickr (3.8) accounts. The study did not include employee accounts or Google+ accounts. Read the rest at Marketing Charts.
Credibility Of Online Health Forums [CHART]
According to October 2009 data from Mediamark Research & Intelligence (now GfK MRI), seniors ages 65 and older were the least likely of any age group other than 18- to 24-year-olds to seek medical info online. However, older boomers (ages 55 to 64) were the most likely to do so. This means that in the coming years, as that cohort ages, online health info seeking among seniors should rise rapidly. Now is the time for marketers to sow their seeds online. Read the rest at eMarketer.
