Social Media Scorecard
Which social media sites have the best targeting tools? Which ones are the best for campaign performance?
In a poll of 171 UK marketers and asked them to mark each site out of 10 in three key areas: campaign planning, execution and optimization.
The scorecard provides a unique insight into what marketers think of the tools on offer and where social media sites need to improve. Some key stats are:
Facebook is the overall winner in terms of campaign planning, scoring 4.8 out of 10, while LinkedIn is the best tool for targeting individual users, scoring 5.1 out of 10.
Twitter and Facebook excel in campaign execution, with 4.5 out of 10. While, Facebook is the best for customer retention/engagement, scoring 4.7 out of 10.
According to Lynsey Sweales, member of the DMA Social Media Council:
The Social media scorecard is crucial for marketers to make an informed decision when choosing social platforms for their campaign. ROI metrics do not give marketers a full picture of the other factors they must take into account.
For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months. Only a handful of the marketers who took part in the survey were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren’t included in the scorecard.
Source: www.smartinsights.com
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