Blog Post:We wanted to know – what are you using social media for in your digital marketing? So, we asked:   The results were mixed, but seem to point to the same end result – more customers! The votes across Twitter and Facebook were almost evenly split between brand awareness and lead gen, with a little bit of customer service thrown in for good measure. Like twitter user Cognytics Analytics said:   Whether your aim is brand awareness, lead generation, customer service or sales, social media needs to be managed and measured. Social has become an ever important part of almost any business and digital marketers need to make sure social is measurable and manageable within their wider marketing and business plans. We recently published a report, in association with Econsultancy, where we asked more than 650 marketing agencies about this very topic. Nearly 70% of respondents believed social media needs to be more rooted in data, but less than 25% said they are leveraging social data to optimise their marketing strategies. Strange – we know how important the data is, but we aren’t using it? Maybe the term “big data” is scaring us away? You can see the impact of your social media efforts, and it’s easily done within some content management systems. The trick is integrating your social data into the wider business; you need to map your social media activities to business goals. If you want to increase sales as a business, then show how your social media campaigns drove users to the sales portals. Knowing what data you need, and why, will make aligning business and social KPIs that much easier. We also found that fewer than 1 in 5 companies have a central platform for social media management and analysis – yikes! There’s no blanket solution for every business, so if you need some further reading to figure out yours, take a look at this Quarterly Digital Intelligence Briefing: Managing and Measuring Social. Author: Date Created:20 May 2013 Date Published: Headline:Digital marketers, what are you using social media for? Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/05/47.png

We wanted to know – what are you using social media for in your dig­i­tal mar­ket­ing? So, we asked:

 

The results were mixed, but seem to point to the same end result – more cus­tomers! The votes across Twit­ter and Face­book were almost evenly split between brand aware­ness and lead gen, with a lit­tle bit of cus­tomer ser­vice thrown in for good measure.

Like twit­ter user Cognyt­ics Ana­lyt­ics said:

 

Whether your aim is brand aware­ness, lead gen­er­a­tion, cus­tomer ser­vice or sales, social media needs to be man­aged and mea­sured. Social has become an ever impor­tant part of almost any busi­ness and dig­i­tal mar­keters need to make sure social is mea­sur­able and man­age­able within their wider mar­ket­ing and busi­ness plans.

We recently pub­lished a report, in asso­ci­a­tion with Econ­sul­tancy, where we asked more than 650 mar­ket­ing agen­cies about this very topic. Nearly 70% of respon­dents believed social media needs to be more rooted in data, but less than 25% said they are lever­ag­ing social data to opti­mise their mar­ket­ing strate­gies. Strange – we know how impor­tant the data is, but we aren’t using it?

Maybe the term “big data” is scar­ing us away? You can see the impact of your social media efforts, and it’s eas­ily done within some con­tent man­age­ment sys­tems. The trick is inte­grat­ing your social data into the wider busi­ness; you need to map your social media activ­i­ties to busi­ness goals. If you want to increase sales as a busi­ness, then show how your social media cam­paigns drove users to the sales portals.

Know­ing what data you need, and why, will make align­ing busi­ness and social KPIs that much easier.

We also found that fewer than 1 in 5 com­pa­nies have a cen­tral plat­form for social media man­age­ment and analy­sis – yikes!

There’s no blan­ket solu­tion for every busi­ness, so if you need some fur­ther read­ing to fig­ure out yours, take a look at this Quar­terly Dig­i­tal Intel­li­gence Brief­ing: Man­ag­ing and Mea­sur­ing Social.