Last week, Social Media Examiner issued its fourth annual social media marketing industry report – the result of surveying 3,800 marketers earlier this year. There’s tons of interesting data in the 42-page report – including nearly 70 graphs that help showcase results.
We took a look at the report in its entirety and found the following statistics of particular interest:
- Google+ is hands down the tool that marketers want to know more about. A newcomer tool to this year’s report, 70 percent of respondents want to better understand the possibilities of using Google+, followed by blogs at 59 percent and Facebook (last year’s leader) at 58 percent. With Google+ passing the 100 million active user mark, it’s not surprising that marketers are taking note of the this quickly growing platform.
- When asked to indicate how they will change their use of non-social media activities in the near future – 79 percent of marketers stated they plan on either keeping the same levels or increasing their use of press releases, with 42 percent planning an increase. Telling us that despite numerous assumptions that the press release is dead – this traditional form of communication is still a key tactic in the communications toolbox (as we also found in a recent survey of UK journalists).
- Facebook remains on top of the leaders board in terms of the most commonly used social media tool – with an impressive 92 percent of respondents using the tool, followed by Twitter at 82 percent, LinkedIn at 73 percent, blogs at 61 percent and YouTube or other video sites at 57 percent. When asked how marketers will change their future social media activities – 72 percent of survey takers plan to increase their Facebook activities, second only to YouTube/video at 76 percent. This finding is not surprising at all, especially as brands look to best leverage brand timelines and we wait to see how the company will integrate Instagram, following this week’s acquisition announcement.
So what is losing the attention of marketers as they make time to focus on Google+ and photo sharing sites such as Pinterest and Flickr, also making their debut in this year’s survey? Social bookmarking sites, like Delicious and StumbleUpon dropped significantly from 26 percent in 2011 to 16 percent this year. Forums and geo-location services such as Foursquare also dropped, 24 to 19 percent and 17 to 14 percent, respectively, from 2011 to 2012.
Interested in reading more? Click here to download the full report (available free until April 19), where author and founder of Social Media Examiner, Michael Stelzner, does a great job segmenting results by size of business, length of time marketers have been using social and BtoB versus BtoC. Then, stop back here or join us on LinkedIn to tell us what you found most interesting, or comment on how your use of social will change this year!