Social marketing survey results q1 2014

Social Media Marketing Results
An In-Depth Look at Social Media Marketing



 

Status Update: Top Brands Answer A Socialbakers Survey
Socialbakers powers social media engagement for the world’s top brands. To understand
our clients’ needs we get to the source of their marketing potential. In put out a survey on
Monday, February 2nd 2014, in which over 525 brands and agencies responded to a
Socialbakers survey conducted internationally. Respondents illuminated trends in social
media management that we are excited to share with you!
Survey results are summarized in four sections: Profile, Teams & Delegation, Social
Performance, Management and Advertising.
Our goal was to compare respondents’ approaches to social advertising and research
trends in internal processes. Social media is evolving quarter by quarter, and Socialbakers
is committed to keeping its clients and its products ahead of the curve.
Socialbakers thanks the Social Media Specialists, Marketing and Digital Directors, and
senior management officials who responded to this survey. Their participation has built an
invaluable knowledge base for us all to take forward.



 

Profile
Our respondents represent a diverse group of languages and cultures…

Greece,
 2.12

 

Egypt,
 1.93
 

Spain,
 2.12
 
Czech
 
Republic,
 2.89
 
Portugal,
 3.08
 

Mexico,
 3.08
 
Australia,
 
3.08
 

* Top 12 shown.

Un$ed
 States,

 
7.51
 
India,
 5.01
 
United
 
Kingdom,
 
4.82
 
Italy,
  Brazil,
 
3.47
  4.24
 



 

From a variety of industries that are concerned with brand awareness, driving sales and
customer service.



 

And with a range in company size from start-ups to corporations.



 

Teams & Delegation
Respondents are specialists, senior management and directors working first-hand with
their brand’s social business…



 

And there is large-scale support for social marketing; from the CEO to the Head’s of
Social.



 

Social Strategy & Performance
75% of respondents believe Brand Awareness is a main goal for social media marketing
in 2014!



 

And Engagement Metrics are still the metrics that social marketers find most important.

 

The majority of organizations are analyzing their performance internally and with the
use of platform tools or free tools.



 

And for those that are using a paid social analytics tool, performance reporting and
comparative benchmarking were the most valued use cases.



 

Social Management
Respondents are publishing content frequently. With more than 75% posting content at
least once a day.



 

And still the majority of marketers are posting content directly onto their page.

 

But when asked the most beneficial use case of a 3rd party social management and
publishing tool, the majority of respondents marked that post scheduling and
management were “Very Important.”

And the majority of organizations responded that they are providing customer care.



 



 

Social Advertising

 

The overwhelming majority of respondents are using Facebook for social advertising.



 

And the largest amount of respondents spend between $1 - $1000 dollars in monthly ad
spend on social advertising.

 

The largest amount of respondents manage social advertising internally and only by
using the native platform tools.



 

There was a large range of demand amongst social advertisers when it comes to the
features that they believe should be in a 3rd party social advertising tool.