Social Media Monitoring Most Used for Communications Strategy

August 23, 2011

webliquid-actionable-uses-of-social-media-data-aug11.gifThe largest percentage (almost 30%) of senior marketing executives engaging in social media monitoring (ranging from automated search engine alerts to specific data queries and third-party research) make it actionable through their communications strategy, according to [download page] a survey conducted in May and June of 2011 by WebLiquid and RSW/US. Results from “Marketers and Social Media Monitoring Survey” indicate no other means of making social media monitoring actionable compares in popularity, with customer service enhancements following at close to 20% (more than one answer allowed).

Other relatively popular answers include media planning (almost 15%) and organic search optimization (more than 10%).

Google Alerts Leading Tool

webliquid-smm-tools-aug-2011.JPGGoogle Alerts is the most popular social media monitoring tool among survey respondents (more than one answer allowed), with slightly more than 45% usage. This makes Google Alerts almost eight times as popular as its closest specific competitor, Radian6, with slightly more than 5% usage.

It is interesting to observe that both not monitoring social media (more than 20%) and other (almost 15%) are both roughly two to three times as popular as the second-most-popular specific tool for social media monitoring.

Brand Awareness Primary Objective

When asked to name their primary marketing objective, about 35% of respondents said building brand awareness, a few percentage points higher than runner up customer interaction/engagement. Other relatively popular responses included lead acquisition (more than 15%) and driving e-commerce sales (almost 10%).

Other Findings

  • 74% of senior marketing executives are actively monitoring social media.
  • More than nine in 10 senior marketing executives are aware of social media monitoring, with about five in 10 somewhat aware and four in 10 very aware.
  • Marketers who pay for social media monitoring tools are twice as likely as those who use free tools to find them extremely valuable, while hardly any marketers find their tools to have little to no value whether paid or free.
  • 62% of marketers plan to increase social media monitoring investments in the coming year, 37% plan to keep them the same, only 1% plan to decrease them.

Adobe: More than Half of Marketers Measure SocNet Traffic Volume

More than half (54%) of North American marketers measure the traffic volume generated by social media, according to the Q2 2011 Quarterly Digital Intelligence Briefing from Adobe and Econsultancy. A similar 53% also measure engagement with their Facebook brand page and Twitter accounts.

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