This survey looks into attitudes and behaviours of Irish marketing professionals towards social media. It covers topics such as platform preference, use of paid distribution, social media influencers, crisis preparedness and measurement.

2. Background
This is the second annual Social Media Survey conducted by Edelman and
The Marketing Institute of Ireland. The research was carried out online
amongst 100 Irish marketing professionals throughout January and February
of 2016. Full details and infographics are available on request or via
www.edelman.ie or @edelmanIreland

3. Q1: In what country do you currently reside?

4. Q3: What best describes your current role?

5. Q4: Which of the below does your business
primarily target?

6. Q5: Is social media important to your
business?

7. Q6: Have you integrated social media into
traditional marketing activities?

8. Q7: Are you able to measure the ROI of
social media?

9. Q8: How do you measure your social media
results?

10. Q9: Have you set social KPIs for the year?

11. Q10: Is your Facebook marketing effective?

12. Q11: Is your Twitter marketing effective?

13. Q12: Is your LinkedIn marketing effective?

14. Q13: Rank the following social media marketing benefits
in order of importance to your business, with 1 being
the most important and 8 being the least important.

15. Q14: Which of the
following platforms
do you actively use
to market your
business?

16. Q15: What is the
single most important
social platform for
your business?

17. Q16: How will you change your social media use in
the future, will your level of activity on the below
increase, decrease or remain the same?

18. Q17: Who manages your social media
platforms?

19. Q18: Which forms of paid social do you
regularly use?
• Answered: 80 Skipped: 22

20. Q19: Do you plan to increase your spend in
paid social in 2016?

21. Q20: Do you plan to increase the percentage of
your marketing budget you give to social media in
2016?

22. Q21: On a scale of 1 (totally unprepared) to 5
(fully prepared) how would you rate your
preparedness for a social media crisis?

23. Q22: Did you undertake any social media
crisis simulation exercises in the last year?

24. Q23: Did your company experience a social
media crisis in the last year?

25. Q24: Do you have social media guidelines
for your employees?
• Answered: 101 Skipped: 1

26. Q25: Did you recruit social media influencers (e.g.
blogger, someone with a large following on social
media) to work with your brand in 2015?

27. Q26: Have you paid a social media influencer (e.g.
blogger, someone with a large following on social
media) in 2015?
• Answered: 100 Skipped: 2

28. Q27: How credible do you think brand
endorsements are from paid social media
influencers?

29. Q28: Do you believe it is ethical to use social
media influencers to promote brands?

30. Q29: Do you think the use of social media
influencers should be regulated?

31. Q30: Do you intend to increase your use of
social media influencers in 2016?

32. Q31: Do you currently undertake real-time
social media marketing campaigns?

33. Q32: Do intend to increase the use of video
in your 2016 marketing campaigns?