According to a new report released at the end of last year, many businesses still have a lot to learn when it comes to social media marketing.
It seems that while many companies recognise the importance of social media and audience engagement, few are making use of the plethora of tools that are out there to harvest valuable data and use it to their advantage.
The report, SiriusView: Social Media Intelligence 2015, was produced by B2B advisory firm SiriusDecisions. But don’t worry if you don’t get to read it in full as an excellent infographic highlighting its main points also surfaced on their blog.
Apparently, many business marketers see social media as a mere ‘check box’, which once they’ve put a tick in, often gets neglected. This refers to the businesses who create social media accounts and then don’t leverage them to engage their audience or manipulate the data that can be gleaned to gain valuable consumer insights.
In fact, some 95 percent of businesses surveyed by SiriusDecisions have corporate social media accounts. However, only 50 percent of those firms are active in social media circles on a regular basis.
Furthermore, 60 percent of businesses have a social media intelligence (SMI) tool that they are using in conjunction with their accounts. But, more worryingly, just 15 percent of these firms feel they are using their SMI tool optimally.
SMI tools have been specifically designed to help businesses monitor their brand, reputation and influence on social media. By not using them to their full potential, businesses are missing out on a huge opportunity.
In-depth, expensive market research is no longer absolutely necessary and low-cost SMI tools can enable businesses to identify industry trends and produce people-centric marketing.
Without suitable monitoring tools in place, you’ll never truly know how effective your social media campaigns are. Make 2015 the year in which you gain as many insights as possible.
Are you currently using social media for marketing purposes? Is it bringing the results you expected or required?