Few things have so dramatically altered our lives the way social media has. Defining an entire generation of Americans, and altering the way nonprofits and corporations view marketing, social media’s role in contemporary society and is only going to continue expanding.
Because it is such a new and innovative marketing platform, nonprofits and corporations are just beginning to harness its full potential. It is a fluid medium that is constantly changing, and social media marketers are constantly playing catchup trying to make the most of their channels.
Here are 15 insights detailed in a report by Social Media Examiner that will help your nonprofit understand where it ranks among the majority of social media marketers.
- 92% of marketers said social media is important to promoting their business. This has increased from 86% in 2013.
- 37% said they could accurately measure R.O.I. from social media, up from 26% last year.
- 83% of marketers integrated social media with other marketing channels, up from 79% in 2013.
- 50% of B2C marketers said Facebook was an effective tool, but only 34% of B2B marketers said the same.
- 92% of marketers said that use of social media had increased exposure for their business.
- 80% felt that social media had increased traffic to their website.
- 58% of marketers involved in social media for over 1 year have seen a rise in search engine rankings.
- Those marketers with the most social media experience put the highest focus on content creation, using YouTube, blogging and podcasting to do so.
- B2C marketers were more likely to use Facebook, YouTube, Pinterest and Instagram, while B2B marketers were more likely to use LinkedIn, Google+ and blogging.
- 54% of marketers said Facebook was the most important social media platform, followed by LinkedIn (17%) Twitter (12%) and then blogging (8%).
- 68% of B2C marketers said Facebook was the most important platform, but only 31% of B2B marketers said the same, finding LinkedIn more useful.
- The main area that marketers were looking to increase their output through was blogging, which was the first time it was seen as the top priority since 2010. 74% of B2B marketers had this focus, compared to of 63% of B2C marketers.
- The report notes “the beginning of a decline in the use of Facebook among marketers” as evidenced by the lessening percentage of marketers prioritizing Facebook over other social media platforms.
- The social media platform that most marketers want to know more about is Google+, which is probably due to its role with SEO
- Of marketers who paid for adverts on social media, an overwhelming 90% paid for space on Facebook (second was LinkedIn with 20%)