Posted December 30, 2011 5:39 pm by with 5 comments

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Facebook, Twitter, Google+, it’s hard to imagine there’s a company out there who isn’t using some form of social media to reach their customers. Hard to imagine, and yet it appears to be true.

Take a look at this chart from eMarketer. More than half of the organizations surveyed said they were either doing nothing or just getting into social media.

Only 16% said it was fully integrated. Really? What’s everyone waiting for? eMarketer has the answer to that question, too.

48% said their company “did not believe there were financial benefits.”

39% said that their company lacked top management support.

And here’s my favorite:

42% said that their products and services were not suited for social media.

What kinds of companies wouldn’t benefit from social media? Funeral homes, maybe? Services aimed at the elderly? Even then, I’m not so sure.

Social media does have the aura of “fun” surrounding it and I can see where that might concern companies with a serious bent. But insurance is a serious matter and Geico pulls them in with their Facebook page.And have you seen their new rowing guinea pig app? Too cute.

As for lack of management support, that actually goes back to the first problem, proof of ROI. It’s hard to get the VP’s behind you when you can’t prove that the your constant Twitter chatter is helping sales.

Marketing Pilgrim’s Social Channel is proudly sponsored by Full Sail University, where you can earn your Masters of Science Degree in Internet Marketing in less than 2 years. Visit for more information.

So here we are again. It’s the end of another year and we’re still not sold on the value of social media marketing, even as we spend hours and hours a day updating the company Facebook page, etc.

Perhaps if marketers had more internal support. If social media pages weren’t looked upon as “add-ons” to the real marketing push, then we’d see more measurable results.

Is social media marketing something you do on the side, or is it an integral part of your marketing plan.


  • Social media has been an integral part of our business for a long time. With personalised search you get a distinct advantage by having a strong social network, quite apart from the obvious traffic benefits.

  • At least it isn’t an overwhelming portion, the non-users are just a minority in that chart. Though you’d think after all these years they would have seen the power of having a social media presence.lols

  • Chuck

    I can see both sides of this coin as a marketer of high-end B2B legal services. I create a lot of content and post it to the twitter feed I run for the specific part of the firm that I work with. It creates a lot of followers and a fair number of click-throughs, but it has not generated a single lead.

    On the other hand, our weekly email newsletter focused on news and trends in our market space and sent to clients and prospects (defined as anyone who I have ever met at a business function) has generated several paying client engagements.

    It is the same content, in two different media, producing vastly different results. Could just be that the people who buy our services are not on Twitter (or they are not finding us there).

  • wanna be updated with the recent topics please

  • Before reading this post I don’t think so these accounts work best but now I will create those social media accounts.