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BizReport : Social Marketing : April 20, 2011

Social marketing goal is to get "Likes"

New research has found that social media budgets are being topped up this year and, for many, the goal is to get as many Facebook "Likes" as they possibly can.

by Helen Leggatt

Marketers are increasing their social media budgets in a bid to get more fans to "Like" them, according to a new poll from Effie Worldwide and Mashable.

The poll of agency executives and marketers from companies such as Mini USA, Bank of America and Colgate-Palmolive revealed the growing importance of social media. A whopping 87% said social media was "important" or "very important" to achieving their biggest marketing goal this year.

The majority (70%) of respondents plan to increase their social media budget by more than 10% during 2011. Furthermore, 11.9% of their overall marketing budgets will used for social networking activity, not too far short of the 13% being allocated for television.

Over a third (35%) of those polled cited attracting Facebook "Likes" as their main goal this year.

As well as targeting Facebook users, respondents also want to prioritize increasing their presence on mobile, while a massive 80% said they were planning either iPad-based advertising and/or an iPad app for 2011.

Tags: budget, Facebook, social marketing, social media, social networking

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  • Well said Nick and I believe the value of fans is highly overlooked in the face of the excitement social media creates (especially Facebook), questions like; what are your fans worth? How do they differ from your core customers, how can you build strong relationships with them, really, who are they? Companies like Globalpark UK have built a solution to answer these questions to 'help pay the bills' increasing loyalty, reach and revenue, together with gaining the data needed to prove ROI.

  • Likes don't pay the bills. I don't agree with companies that are only focused on getting a high number of fans and followers from social media. What does a Like really mean for your company? If someone Likes your brand and never returns to your page, what good does that do? If anything, I would think that companies would hope to encourage their Facebook network to share content, not just Like it.



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