Sprout Social: 2019 Social Media Index Report

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.

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