Introducing the 2016 State of Social Marketing Report
I’m excited to share with you our 2016 State of Social Marketing Report. This report incorporates a survey of social marketers, industry reports, and original research about the top brands in the world and how they’re using each social network.
The survey uncovered trends about a wide range of topics, but perhaps the most interesting was the disconnect between what social marketers are measuring and what their bosses are asking for.
Want a taste of what you’ll get in this 46-page report? Here’s a major finding that you might be interested in:
The Social Data Disconnect
We surveyed over 350 social media marketers, and found that the metrics being focused on don’t match the needs highlighted.
According to the survey, 56% of social marketers are focused on engagement metrics, which is only an issue because they claim their greatest challenge is measuring ROI.
61.1% of marketers claim measuring ROI is a top challenge. In addition, 33.6% claim tying social to business goals is a challenge. How big of a challenge is this? Only 9.4% of marketers are able to quantify the revenue driven by social.
Yet, engagement metrics still dominate measurement. This is a symptom of habit — we’ve been measuring engagement for years now — but also of technological constraints. And the challenge is not just an internal struggle for social marketers; it’s an issue for senior marketing leadership, as well:
78.1% of social marketers have conversations with their boss about social ROI, and 42.1% have those conversations “frequently.” CMOs and VPs of Marketing are just as interested as their social teams to prove the value of social, but they have struggled to do so.
Want More Insight?
The 2016 State of Social Marketing Report is full of stats you can’t find anywhere else, as well as a broad view of common strategies on each social channel. Download the full report to learn:
- How social media fits into today’s digital landscape
- New channel specific trends for 2016
- How to tackle the biggest social media challenges
…and much more!