29 April, 2014
Social media channels are great places to boost brand awareness, connect with specific audiences and drive traffic to key content. Each social media platform has its own benefits and downsides and each has its own unique audience.
That’s why strategically choosing which social media outlet your brand should join is critical to ensure that you target your efforts towards the channels your potential customers use. It’s worth getting to know each network so that you can choose the best form for your particular message and content.
Facebook – Most Preferred Platform
If you are yet to find out what is unique about some of the most popular platforms and what they are good for, the Direct Marketing Association (DMA) has gathered experience from experts in the field. The DMA’s inaugural social media scorecard is based on responses from 171 UK marketers who ranked Twitter, LinkedIn, Facebook, YouTube and Google+ on a scale of 1 to 10 in three key areas: campaign planning, execution and optimisation solutions.
Overall, Facebook emerged as marketers’ most preferred platform in each of these three categories, leaving LinkedIn second and Twitter third. YouTube was ranked fourth and Google+ occupied the fifth spot in the table.
LinkedIn Scores Well for Targeting Tools
Broken down into categories, Facebook excelled as the top platform for campaign planning, scoring 4.8 out of 10. LinkedIn, meanwhile, emerged as the best tool for targeting individual users, getting a 5.1 mark out of 10. The DMA commented that LinkedIn’s better score for targeting tools was not surprising given the network’s Advanced People Search option, which gives users the opportunity to search for and connect with users, making the process of finding people and companies easier and faster.
Twitter Effective in Building Brand Awareness
Twitter and Facebook were named the best platforms for campaign execution, each scoring 4.5 out of 10. Twitter’s high mark in this category came thanks to its effectiveness in building brand awareness, rated 5.2 out of 10, as well as its user-friendly and low-cost profile, allowing any business new to social media to quickly build a presence there. Staying in the campaign execution category, Facebook got the highest score for customer retention/engagement (4.7 out of 10). Google+ was ranked very low for campaign execution, getting just 3 out 10, probably due to companies still being unaware of how to use its circles and communities, the DMA said.
Facebook “Streets Ahead” for Data Analysis
Facebook was the indisputable winner in the campaign optimisation category, getting a 3.9 mark for its post-campaign analysis tools. The channel is “streets ahead” of the other networks ranked by UK marketers as part of the research given its outstanding data analysis and export facilities. Twitter, for instance, has much to learn about post-campaign measurement and marketers need to use third-party tools to evaluate their performance on the micro-blogging site.
DMA – Social Media Scorecard #Infographic
UK marketers still consider Facebook their number one platform when it comes to overall functionality and post-campaign measurement, commented Lynsey Sweales, member of the DMA Social Media Council. It will be interesting to see if this trend continues over the next 12 months, as other networks such as Pinterest, Instagram, Vimeo and Snapchat gather steam.
Courtesy : DMA
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Article by : Tim Bennett