Research: The brand value of social media
Social savvy. Facebook is the web property most commonly used by business in social media, with 85% of companies deploying this site as part of their marketing strategy, while 77% used Twitter, 58% went on LinkedIn and close to half used YouTube, according to a survey, The Value of Social Media Report, conducted by Econsultancy/Online Marketing Summit.
Three quarters of respondents said they used social media to boost traffic to their websites, while increased brand recognition was the second most important business objective (64%). A similar proportion of respondents, 62%, cited better brand reputation.
However, despite widespread recognition that social media marketing impacts brand reputation and brand visibility, only a quarter of all respondents surveyed used online brand mentions and brand awareness as metrics for measuring off-site social media success. Just 15% used brand perception as a metric.
