Here are some interesting highlights taken from some social media advertising research reported today in eMarketer.
80% of companies with 100 or more employees are forecast to conduct marketing activities on social media networks this year.
A smaller proportion of companies - two-thirds - are already advertising on social networks. Adding those who plan to brings participation up to a nice ... 80%.
Here’s a tidbit to think about: most agree the effort will be very valuable, yet only 54% of social media advertisers are satisfied with results.
If one wants to understand the valuations that are being place on Social Media firms, this table provides more than a few clues. With 98% of survey respondents either currently running, or planning to run, campaigns on Facebook, it’s no surprise that few are willing to take the risk of not reaching out to Facebook’s 750 million users.
It should also come as no surprise to learn that, at 62% of respondents, Myspace garners the highest proportion of survey respondents who’ve never advertised on it, and have no intention of doing so. Sorry, News Corp.
The real game changer, though, lies in how advertisers assess the effectiveness of their ad placements on social media. Combining the “Excellent” and “Good” scores puts happy faces of 69% of Facebook advertisers. It’s closest rivals are YouTube with 46%, followed by Twitter with 36%.
Don’t gloss over the blue bars in the chart, though. A sizable chunk of that represents the proportion of respondents who simply don’t know if there’s any bang for the buck.
What’s to make of all this?
In the absence of knowing whether social media advertising is effective (and, most don’t know) few firms are going to sit on the sidelines. It will take many of them another 2 - 3 years to know whether they’ve placed their bets well.
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