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BizReport : Social Marketing : May 30, 2013

Social media industry report reveals podcasting in, daily deals out

The 2013 Social Media Examiner industry report has been released. It reveals that social media continues to be seen as an important marketing activity, although questions remain about effectiveness.

by Helen Leggatt

2013industryreport-cover.gifNearly all the 3,000 marketers surveyed for the report (97%) said they were using social media, and 86% considered it had a significant role in marketing efforts. Unsurprisingly, the vast majority (92%) are using Facebook, of which 49% said it was their most important social media platform.

However, despite nearly all having a presence on the social network, just 37% feel their Facebook advertising is effective. B2C marketers were more likely to agree with the statement "My Facebook marketing is effective" (44%) compared with their B2B peers (29%), as were larger companies (46%).

The problem may lie with difficulties in measuring social media's effectiveness. Just 26% of the marketers surveyed agreed they could measure the impact of their social media activities.

Two other surprising nuggets of information jump out from the report.

Podcasting looks set to become the next big social media arena. Just 5% of marketers are currently involved with podcasting, but 24% plan on getting involved this year - that's a five-fold increase.

An area in which marketing interest appears to be waning is daily deals. A significant number of marketers (80%) have no plans to use the likes of Groupon or LivingSocial this year.

Tags: blogging, daily deals, industry report, podcasts, social marketing, social media

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