Chief Marketer is one of my faves for reading about topics oriented to B-to-B social media marketing (what I do) and tips and tricks of the trade. A survey of brand marketers was just released, and I was invited to share feedback about responses by B-t0-B marketers and B-to-C marketers…we should all be saying B-to-P by now, eh?
The Chief Marketer 2012 Social Marketing Survey showed a number of interesting findings, and I detail a few in this quickie video of Soulati Media On The Street (taken with the iPhone 4S, holding the camera flipped my way and standing in my bright yellow and red kitchen — that was all for Michelle Quillin of New England Multimedia who just went smartphone on us!).
What I don’t detail is the following:
56% of brand marketers surveyed said social media is “complex to measure.”
Why is that? My question in response you’ll need to hear in the video, actually. (Heh.)
By a factor of 3, brand marketers said they would reduce engagement on Facebook next year (I sorta garbled that in the video, so I explain it better here).
This is fascinating, and I can leave it up to the Facebook marketers and trainers to determine a really smart answer, but here’s my deduction:
Facebook has made its own life complex and thus ours.
With 1 billion registered users (1/3 of the world’s population), the little U.S. company struggling on the stock market, is still trying to ace mobile. Along the way, it bought Instagram and then launched Camera (what’s the difference?), introduced Timelines and now Collections, has privacy issues and advertising data malarkey — no wonder the medium is complex for brand marketers still stuck measuring with likes and shares (that’s old).
LinkedIn remains a favorite for B-to-B marketers at 85% adoption while B-to-C marketers are only engaging there 39% (of respondents polled).
Google+ is a critical channel for local visibility and organic search, yet most of the marketers surveyed yawned at this medium. I encourage everyone to claim their brand identity!
If you want to see the really long version of my video (12 minutes), you can click here. Otherwise, take a peek with me right now:
Any thoughts, Friends?
This has been the 11th installment of Soulati Media On The Street! Thanks for watching!
