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.
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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.