1.
The 12 Key Takeaways from
SocialMediaExaminer’s
Industry Report

2.
Social Media is important to my
business...
49% strongly agree
37% agree
9% are uncertain
1% disagree
4% strongly disagree

3.
Key Takeaway #1
If you’re uncertain if social media should be
important to your business,
it should be.
If you’re sure it shouldn’t be important,
it shouldn’t be.

4.
The Top Question Marketers Want
Answered...
87% of marketers want to know how to
measure their return on investment
for social media activities.

5.
Key Takeaway #2
The question of social media ROI has been
on the top of marketer’s minds since social
became common-place. It appears few
brands have fully figured it out.
3rd Party Software Providers, like Wishpond,
have integrated analytics which allow you to
track your social media ROI, and see how it
works with your business’ goals.

6.
I’m able to measure the return on my
social media investment...
3% strongly agree
23% agree
36% are uncertain
28% disagree
10% strongly disagree

7.
Key Takeaway #3
Almost 75% of online marketers say they
struggle with tracking the return on their
social media investment.
You can use tools like Google Analytics to
track your website traffic from social
platforms. Check out “All Referrals” under
“Acquisition” on the left toolbar

8.
My Blog is optimized for mobile users...
7% strongly agree
21% agree
38% are uncertain
24% disagree
10% strongly disagree

9.
Key Takeaway #4
72% of social media marketers are not
optimizing their blogs for mobile.
Optimizing your blog for mobile can
decrease bounce rates and increase
referrals, social endorsements and
conversions.

10.
How much time do you devote to
Social Media per week?
5% 10% 15% 20% 25% 30% 35% 40%
0 hours
1 to 5
6 to 10
11 to 15
16 to 20
21 to 25
26 to 30
31 to 35
36 to 40
40+
2%
36%
26%
11%
8%
4%
4%
2%
3%
4%

11.
Key Takeaway #5
62% of marketers use social media for more
than 6 hours a week, 36% use it for more
than 11 hours, and 17% use it for more than 20
hours.
Lead generation, brand awareness, revenue
increases, search rankings and business
relationships all increase as more time is
spent on social

12.
10% 20% 30% 40% 50% 60% 70% 80%
Increased
Exposure
Increased Web
Traffic
Marketplace
Insight
Devoted Loyal
Fans
Generated
Leads
Improved Search
Rankings
Grown Business
Partnerships
Reduced
Expenses
Improved
Revenue
0%
What do you get out of social media?
90%
89%
75%
69%
65%
61%
58%
54%
47%
43%

13.
Key Takeaway #6
The fact that only 43% of marketers say
that social media increases their business’
revenue indicates that few are able to
measure the return on their social media
investment, a fact we have seen previously.

14.
10% 20% 30% 40% 50% 60% 70% 80%
Facebook
Twitter
LinkedIn
Blogging
YouTube
Google+
Pinterest
Bookmarks
0% 90%
92%
80%
70%
58%
56%
42%
41%
Most Commonly-used Social Media
Platforms
10%

15.
Key Takeaway #7
The most interesting part of these statistics is
actually social bookmarks.
In 2012, 26% of social media marketers were
engaging in social bookmarking. That
number is now 10% (and dropping fast).

16.
Social Media by Platform
B2C VS B2B
Twitter
YouTube
Google+
Everything Else
Facebook
Linkedin
Blogging
29%
29%
19%
18%
4%
3%
67%
5%
11%
10%
4%
1% 3%
4%

17.
Key Takeaway #8
The key takeaway from this part of the study
is that Pinterest is still not being fully
utilized by the B2C sector.
With the most valuable social endorsement
of all platforms - at approximately 78
cents/Pin - and the sales-capabilities of rich
pins, the platform is an extremely viable one
for ecommerce

18.
Will you increase your efforts on
Youtube?
69%
17%
13%
1%
Increase efforts on this
platform
Keep efforts the same
Decrease efforts
No plans to utilize this
platform

19.
Key Takeaway #9
More social media marketers say they will
increase the time and energy they put into
YouTube than than any other platform.
YouTube advertising has one of the highest
returns on ad budget available - with the
average monthly reach 10x that of the
Superbowl, and the cost a 10th as much

20.
Will you increase blogging?
66%
17%
15%
1%
Increase efforts on this
platform
Keep efforts the same
Decrease efforts
No plans to utilize this
platform

21.
Key Takeaway #10
When asked what they would increase
resources and time on, blogging actually tied
with Facebook at 66%. Blogging jumped
from 4th to 3rd since 2012 as a marketing
priority.
Blogging delivers, per dollar, three times the
leads as traditional marketing avenues and
costs 62% less.

22.
Which platforms do you want to
learn more about?
Blogging
Google+
Facebook
LinkedIn
YouTube
Twitter
Pinterest
0% 10% 20% 30% 40% 50% 60% 70%

23.
Key Takeaway #11
Facebook has dropped from #2 to #3 since
2012, indicating that social media marketers
have grown more confident with the
platform.
Blogging (content marketing) continues to be
the strategy most marketers want to excel at,
but aren’t quite sure how.

24.
15% of online adults use
Pinterest
80% of them
are women
Are you outsourcing your social media
marketing?
no
74%
yes
26%
If so, what tasks?
15% on design and
development
12% on content
creation
11% on analytics

25.
Key Takeaway #12
Design and development is the chief
outsourced task, an indicator of the rising
importance of visualsin social media.

26.
● http://www.socialmediaexaminer.com/
SOURCE

27.
Download the Complete Guide to
Boosting your Social Media ROI
It’s FREE!

28.
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