Marketers have long relied on market research to determine where to spend their advertising dollars on television, radio and print advertisements.
In the last few years, research organizations have begun providing intelligence on how consumers behave on social networks.
The following article is based on new social media research studies.
These findings will help you better strategize your company’s social efforts to match your customers’ behaviors.
#1: Know Where Your Customers Spend Their Time
Do you struggle to accurately measure the return on investment (ROI) of your social media marketing?
You’re not alone. Several new research studies reveal that marketing managers are under increased pressure to show measurable results from their social media efforts.
But these same managers indicate that measuring the returns is one of their top two challenges for 2012.
Do you blog?
This article examines new research that shows blogging is here to stay.
Like many social media tools, blogs have seen a steady increase in numbers and influence over the last several years.
Number of Blogs Grows
Keep reading to discover why social media is changing small business for the better.
Six months ago, I highlighted many benefits of social media for small business, but several new research articles add urgency to this message.
Swiftly Changing Landscape
Social media marketing is a rapidly changing environment, as we all know. But the good news is that your customers are embracing social media as a normal part of their lives. Even the over-50 population is adapting at staggering rates.
Wouldn’t it be nice to have a framework for measuring the impact of your social media efforts?
That’s where Susan Etlinger’s new research for the Altimeter Group comes into play. Susan did qualitative research with 60 social media marketers and vendors to understand how businesses currently measure their social media performance.
Her goal: to develop a framework for tying social media performance to business goals.
NOTE: Because Susan’s original research targeted enterprise-level companies, I interviewed her to add some small business insights. The following comments combine results of the research and that interview.
More than 1400 nominations came in from our contest.
Our panel of Facebook experts carefully reviewed the nominees and finalists, analyzing their landing pages, engagement, reader involvement and creative use of promotions (among other things).
What if you could understand why your audience shares some information and not other? That would make your content stand out from the competition.
The Science of Sharing
30 billion pieces of content are shared on Facebook each month, including blog posts, links, news stories and photo albums.
HubSpot’s Dan Zarrella has found that three things must happen to get your content shared.
First, people must be exposed to your content (be a fan on Facebook or follow you on Twitter). Second, they must be aware of your content (meaning they actually see it). Finally, they must be motivated by something in your content to share it.
Many articles have been written on how to increase your audience size and make people aware of your content, including these by Mari Smith and Denise Wakeman. This article will focus on the motivations for sharing.
What if these marketing reps would freely write about your brand and tell their friends and all they expect in return is recognition and access to insider information?
Who are brand advocates and what motivates them?
This article reveals the findings of a few new research studies. What they found might surprise you.
Small Business Focusing Big Time on Social Media and Blogging
Small businesses are spending three times more on social media and blogs than larger businesses.
In HubSpot’s 2011 State of Inbound Marketing Report, researchers discovered that small businesses plan to spend 29% of their lead generation budget on social media and blogs. Asked the same question, medium to large businesses only plan to spend 9% on the same categories.