Marketers’ top priority for using social media isn’t to improve sales, leads or search rankings. In fact, according to Social Media Examiner’s 2013 Social Media Marketing Industry Report, “increasing sales” falls last in their reasons for social media use.
So why do marketers use social media? Nearly 90% of marketers answered their number one reason was to increase exposure.
“Increase traffic” and “provide market insight” took the second and third spots, respectively.
The report reflects The CMO Survey, which revealed last month that attention to financial social media metrics is waning. Evidently, more companies are beginning to realize that social media payoffs have an indirect impact on company sales and profits.
“The impact of social media is likely to have first-order effects in non-purchase behaviors, such as people sharing opinions about companies and brands. This sharing, in turn, creates exposure, builds knowledge, generates attitudes and ultimately prompts purchases.” — Christine Moorman
Top Web Design Schools has created a helpful infographic highlighting some of the most interesting finds of Social Media Examiner’s report, including:
- After just 6 hours per week of social media usage, nearly all marketers (92%) indicated an increase in exposure while 78% saw increased traffic.
- YouTube is the top channel where marketers plan to increase their social media efforts.
- Only 1 in 4 marketers agreed they were able to measure the ROI on social media activities.
Perhaps most interesting: the most-used social media platforms. Facebook, Twitter and LinkedIn take the top three (no surprises there).
But even though Google+ recently passed Twitter as the No. 2 most-used social network, it’s only being used by 42% of marketers — ranking 6th in most-used social media platforms.
See the data for yourself:
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Image source: www.topwebdesignschools.org