91pc of Irish marketers believe social media important, but most don’t measure effectiveness – survey

Some 91pc of Irish marketers consider social media to be important to their business, according to a new survey from Edelman Digital and the Marketing Institute of Ireland.

However, the #SocialOutlook15 survey highlights a lack of adequate measurement and strategic planning with 55pc admitting they haven’t set key performance indicators (KPIs) and 51pc unable to measure the return on investment of social. 

While Twitter is seen as the most effective (67pc) and most used (87pc) social platform, the survey indicates that Facebook is considered the most important social platform (36pc).  

The vast majority of respondents (82pc) have integrated social into traditional marketing activities with increased awareness, increased traffic and developing loyal fans highlighted as the main objectives of their social strategies.

The survey also indicates that Facebook is leading the way in terms of paid support, with 70pc of respondents investing in advertising on the platform, compared with 40pc in Twitter and 30pc in LinkedIn. Overall, 75pc of respondents agreed that they plan to increase the percentage of their marketing budget given to social media with Twitter, LinkedIn and YouTube to see the biggest increases in activity levels, followed by blogging, Facebook and webinars.

“The survey supports a lot of what we’ve seen in Ireland and in other markets across the globe and highlights that whilst marketing teams are enthusiastic in their approach towards social all too often they fail to embed the necessary structures to adequately measure success,” said Edelman’s head of digital, Darragh Rea. “We know that social can be an incredibly effective tool but much like other marketing channels it must be measured against core business objectives with KPIs set in advance. 

“The demise of organic reach on Facebook last year saw a greater appreciation for the need for paid support cross platforms and the evolution of the advertising solutions on social means we can expect to see huge growth in this area in 2015. 

“This year we also expect to see better integration of social into core marketing activities with a greater emphasis on interactivity and responsiveness rather than content publishing. We believe that those marketing teams that embrace these core principles of measurement, interactivity and paid amplification will see the greatest results from social in 2015.”

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