Social Media Marketing Statistics for 2012

If you are a marketer of B2B or B2C products or services, then last year’s statistics for social media marketing can provide you with some great insight for 2013. Here’s an example: Now, 92% of companies are incorporating social media into their marketing efforts. The takeaway from this is that it’s no longer sufficient to just “be” on Facebook, Twitter, LinkedIn, Pinterest, etc. Instead, you should take a cue from the most effective marketers on social media; they share content across channels and combine their SEO and social marketing efforts with their traditional PR campaigns, and that is what makes social media work for them.

Statistics aren’t merely numbers; they’re indicators of trends that are working for others and can work for you, too. Here are some of the standout social media marketing statistics for 2012:

• 76% of marketers believe “they know what their consumers want” in social media content and interaction; however, only 34% have actually asked those buyers. – from e-Strategy Trends
• Advertisers believe the highest consumer priorities on social media are insights for buying decisions (59%) and customer service (58%). But they’re wrong; consumers are actually most interested in social media content that advertises deals/promotions and rewards programs, ranking those priorities at 83% and 70%, respectively. – from e-Strategy Trends
• Although 79% of marketers measure website traffic from social media, only 26% measure the relationship of social media activity to leads and sales. – Marketing Charts
• Worldwide, 86% of companies have a presence on Facebook and Twitter; but slightly over 50% are using YouTube and LinkedIn. Even less (around 30%) have a presence on Pinterest and/or Google+. – from eMarketer

The takeaway from that last one should be that now is the time to get on YouTube, LinkedIn, Pinterest and Google+ before your competitors do.

And here’s another interesting fact: While 47% of marketers felt that they were “somewhat good” at measuring their social media marketing effectiveness in 2011, only 38% said the same thing in 2012. A shockingly small group of marketers (4%) called themselves “very good” at measuring their social media marketing efforts in 2012. The reason for this may be that 2011-12 introduced a bigger demand for social media marketing, and the largest shift ever in terms of new channels (i.e. the aforementioned Pinterest and Google+) going mainstream.

No matter the reason for the lack of confidence, one thing is clear: Marketers are feeling overwhelmed by the demands of social media marketing. So, one final takeaway may be this: It is more important than ever to explore the idea of hiring a social media marketing firm in 2013.