What social platforms are brands investing in the most? How many companies have a senior executive solely dedicated social?
What social media metrics are most important to brands?
If you work in digital or social marketing, PR or advertising at a brand or agency, chances are you've thought about these questions before.
As a company that builds social enterprise software for the world’s largest brands and agencies, it is only fitting that at Buddy Media, we are always looking to learn and educate as to how companies are integrating social media into their overall marketing strategies.
That’s why we partnered with global consulting firm Booz & Company to release new research today, titled, “Campaigns to Capabilities: Social Media & Marketing 2011.” The research report reveals insights into how leading companies are transforming from social campaigns to enterprise marketing capabilities, in an effort to successfully incorporate social media into the mix.
Specifically, the research focuses on social capability priorities, key areas for investment, the evolving role of partners, and major issues related to organization, talent and metrics that companies are confronting through social media. The research is based on quantitative and qualitative input from more than 100 leading companies.
Some interesting findings from the study include:
1) Facebook, Twitter and YouTube are the corner stones of most social media strategies
2) Only 35% of companies have a senior executive who is responsible for social media company-wide.
3) Today, social media lives primarily within marketing, digital & PR
4) 38% said social media is on their CEO's agenda.
5) When it comes to metrics, more companies are looking at engagement, participation and reach, as opposed to transactions.
6) Marketers expect to increase their spending on social media; social media in turn will become a larger share of marketers’ digital spending.
For more information, see our news release. Also, we've embedded a copy of the full report below. Stay tuned for a full viewpoint report in the coming weeks, which will dissect the findings and include case studies and interviews with large brands.
Booz & Co Buddy Media Campaigns to Capabilities Social Media and Marketing 2011
