The sixth annual study surveyed almost 3,000 marketers to understand their use of social media in growing and promoting their businesses.
Here’s a brief overview of its 2014 primary findings. I have organized them by those that surprised me or what I would have expected:
- Most marketers aren’t sure their Facebook marketing is effective — only 34% of marketers (slightly more than one in three) think that their Facebook efforts are effective.
- Original written content is most important for social media marketing — 58% of marketers stated that original written content is the single most important form of content, followed by original visual assets (19%).
- Blogging holds the top spot for future plans — 68% of marketers plan on increasing their use of blogging, making it the top area marketers will invest in for 2014.
- Marketers want to learn most about Google+ — while 54% of marketers are using Google+, 65% want to learn more about it and 61% plan on increasing Google+ activities in 2014.
- Marketers place very high value on social media — a significant 92% of marketers indicate that social media is important for their business, up from 86% in 2013.
- Tactics and engagement are top areas marketers want to master — at least 89% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media.
- Facebook and LinkedIn are the two most important social networks for marketers — when forced to select only one platform, 54% of marketers selected Facebook, followed by LinkedIn at 17% — big drop.
- Podcasting on growth trajectory — only 6% of marketers are involved with podcasting, yet 21% plan on increasing their podcasting activities in 2014—a 300% plus increase—and 28% of marketers want to learn more about it.
What surprises and what would you have expected about the findings in this always valuable report?
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