Sprout Social has released a new report, the 2019 Social Media Index. No one disputes the value of social media, a venerable force that has supported nearly every marketing goal over the past decade, from brand awareness to advocacy. 70% of social marketers say their biggest goal with social media marketing is to increase awareness, and more than half (59%) use social media to support their sales goals. 44% of consumers have increased their use of social media platforms, and 87% are likely to visit a brand’s website or app when they follow it on social. Facebook continues to dominate the social landscape. 89% of marketers use Facebook for brand marketing, and 83% of consumers surveyed use Facebook. 66% of consumers say they like or follow a brand profile on Facebook. Nearly half of marketers (47%) cite developing a social strategy that supports overall business goals as their top challenge, with 43% citing identifying and understanding their target audience as a key challenge. Marketers need to understand their audience more deeply. 63% of marketers believe that listening to their audience on social media is important. 50% of marketers say that entertaining posts are more effective than discounts and sales content in helping them achieve their goals. 22% of marketing executives are concerned that their brand's social marketing strategy is ineffective. While 71% of marketers believe they are able to provide useful insights to teams outside their department, only 12% of social media marketing teams' primary function is to provide business insights to the entire enterprise. 39% of marketers have difficulty demonstrating the value of social media marketing to other parts of the enterprise. The PDF version will be shared to the 199IT exchange group. If you want to support our development, please join us! |
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