Social media is no longer a stop-and-go investment, but rather a long term strategic channel that, when integrated with other marketing efforts, allows brands to connect with users over time. Results of a recent survey we conducted find social media efforts valuable in their ability to grow brand awareness and increase dialogue with customers. In addition to spending more time thinking about how to engage audiences, marketers will soon begin to measure social media’s impact on the business through a more traditional ROI definition: attributable sales and costs.
In November 2011, we conducted an ROI survey of over 700 marketers from all around the World. The results were compiled into an easy-to-digest infographic, found below.
What do you think of the results? Where does your brand fall in line with these alignments?
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I think I will look into infographics any results?
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Nice infographic. It’s interesting to see that better brand affinity or stronger relationships weren’t in the top benefits or reasons for using social media.
Were these covered in the survey and if so, how did they rank in the results?
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Nice infographic. Thanks for the information
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May you please explain more on the ROI part ? Didn’t quite understand how the measured ROI within the ‘likes’ parameter.
@Jason
Definitely right. We didn’t explicitly ask about brand affinity or creating stronger relationships. We felt that those terms were a little bit more nebulous. Rather, we asked brands about their preferences regarding engagement vs. fan acquisition.
We used fan engagement in particular to address the “stronger relationships” component. Happy to hear any more of your insights!
@Nick
What kinds of things are you interested in learning re: ROI? Particularly to your question on the likes parameter: companies noted using likes as a proxy for fan acquisition, e.g. “increasing likes on our fan page means that we are doing a great job of increasing the number of people to whom we can blast out content and promotions (and hopefully monetize)”.
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What Kind Of benefits We Will Get From It?
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Hi There – I’d like to know more about your methodology… what was your sample taken from? Was this a survey, interviews? How did you define your questionnaire? I note in the comments that you used “fans” as a proxy for engagement, but only a fraction of fans typically actively engage with brands…
Thanks so much,
Sean
(member, Institute for PR, Commission on Research, Measurement and Evaluation.)
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Thanks for the response @Raghu.
Would have been interesting to see how marketers rank brand relationships & affinity where social media is concerned.
fantastic insights. Thanks so much for sharing. I had to blog about it in spanish.
Just one thing. I’m a little bit surprised by the stats about growing of blogging platforms. Inc. had recently conducted a study and they showed a deciline in blogging platforms usage. but I trust your results because of the profile you were targeting.
congrats!
cheers,
@RolandoPeralta
Thanks Rolando!
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