A Fifth of Social Media Marketers Dissatisfied with Tactic's Impact
January 15, 2014 -- Social marketing means creating a social presence and using that influence to drive everything from loyalty to acquisition, retention, purchase, and more. According to a recent survey of more than 1,700 North American social media marketers by Next Stage, less than 8% say they're satisfied with the impact they're social campaigns are having.
About a fifth (21%) of respondents say they're actively dissatisfied with social media marketing in general and are ready to replace social spend with more traditional buys.
Less than 8% of social marketers say they are happy with their social media efforts.
The largest group in the survey -- nearly 55% -- say they are waiting to be convinced it works; they've managed several campaigns, had the same level of success as they'd had with non-social campaigns, and hadn't made any clear decisions about next moves.
One in ten (10.5%) are planning a overhaul in 2014 -- from revamping their strategy to completely rebuilding social teams.
About: NextStage surveyed just over 1,700 U.S. and Canadian businesses regarding their social media marketing experiences. All interviewees were director level and above, all qualified themselves as knowledgeable social managers with two or more years' experience in social, with more years in marketing in general, and all answered under terms of strict anonymity. Companies ranged from mom and pop shops to F100 companies. Tools involved ranged widely: Expion, Fanscape, Google Analytics, HootSuite, InsideView, Nielsen, Radian6, ReviewAnalyst, Salesforce, Shareablee, Spredfast, Sysomos, Viralheat, homegrown variants, manual calculations, and more. The survey looked at successes, failures, plans for 2014, and what each company would tell other companies about social before spending money on it.
Source: iMedia Connection, The Declining Value of Social Marketing, Jan. 15, 2014