When it comes to social media platforms, the marketers' top five social media choices are Facebook, Twitter, LinkedIn, blogs, and YouTube.
As social media marketing continues to mature, what are marketers planning to do? According to research by Awareness, Inc. and reported by eMarketer, 70 percent are looking to expand their mix of platforms.
Chart by eMarketer, January 2012
When it comes to social media platforms, the marketers' top five social media choices are Facebook, Twitter, LinkedIn, blogs, and YouTube (and other video) as reported by both Awareness, Inc.'s research and Social Media Examiner's 2012 Social Media Marketing Industry Report.
Chart from page 21 of Social Media Examiner Report
Social media marketing tools marketers are planning to use in 2012:
Here are the social media tools that marketers are considering according to Social Media Examiner's 2012 Social Media Marketing Industry Report. (Note: This research was fielded before Pinterest's high growth earlier this year and Instagram's purchase by Facebook.)
Chart from page 31 of Social Media Examiner Report
As a marketer, where should you focus your efforts in 2012?
Instead of running after the bright shiny new social media marketing thing, go back to marketing basics. Here are five elements and related questions to help you determine which social media platforms are best to meet your needs.
Before rushing to expand your use of social media, take time to assess where your effort and resources would be best used to achieve your business objectives. One thing's for certain, as social media continues to mature, it will be necessary to show bottom-line results!
To which platforms do you plan to extend your social media marketing efforts and why?
This column was originally published on April 16, 2012.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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