In the survey, half the companies in North America, Europe, Middle East and Asia think Social Media are increasing awareness.
What have been the three primary benefits that use of Social Media has brought to your organization?
|Increased awareness of our organization, products, or services among target customers||50%|
|Increased traffic to website||30%|
|More favorable perceptions of our organization, products, or services||26%|
|Ability to monitor what is being said about our organization||23%|
|Development of targeted marketing activities||21%|
|Better understanding of customer perceptions of our brand||20%|
|Improved insights about our target market||19%|
|Identification of positive/negative comments||18%|
|Increase in new business||11%|
|Identification of new product or service opportunities||11%|
|Have not derived any benefits at this point||11%|
|Ability to measure the frequency of discussion about our organization||9%|
|Early warning of potential product or service issues||8%|
And it doesn't stop here. In the future, we'll see companies investing more in Social Media.
Which of the following social media analytic activities do you plan on doing in the next two to three years? (Check all that apply)?
|Integrate your social monitoring solution with other marketing solutions||41%|
|Conduct customer sentiment analysis on feedback collected via social media||36%|
|Use a social media monitoring solution||33%|
|Use predictive analytics||27%|
|Measure the impact of online conversations||26%|
|Maintain a repository of social media/online conversations||18%|
|Analyze social media across multiple languages||12%|
Social Media is a valuable marketing tool which needs to be integrated into the marketing activities and the analytics part needs to be improved. In the survey just half (51%) are aware of Social Media Analytics, which are the tools used for measuring, analyzing and interpreting the results of interactions between brands and consumers across digital channels. However, among the experienced users 75 per cent are aware of the concept.
Download the report The New Conversation: Taking Social Media from Talk to Action at SAS Institute.