I found the results of a new study from Brandon Hall Group and Covario fascinating. Well all know that usage of social media as a marketing channel continues to increase. But as you gain more experience doing social media marketing, does your expectations change?
And the answer is yes. According to the survey, the more experienced that marketers became in social media marketing, the more uses they saw for it.
They had similarly increased their usage of metrics to measure their success according to these objectives, the survey found. Less than half of respondents who had been marketing with social media for less than a year used any one of the metrics listed. Among more experienced marketers, a majority used each measurement, except purchasing transactions.
Also interesting was the different opinions on the effectiveness of the various social media networks between the more experienced marketers and newer marketers.
- 76% of less experienced marketers thought Facebook was the most effective social site, just 61% of more experienced marketers agreed.
- 16% of experienced marketers thought Twitter was an effective social site compared to 12% of less experienced marketers
- 6% of experienced marketers thought Twitter was an effective social site compared to 0% of less experienced marketers
My take on these numbers is that different social networks work better for different types of campaigns. The more experienced marketers have had a chance to test out different approaches and see what works, while less experienced marketers have more preconceived ideas.