Brands seek social goals
Spending on social media, including influencer outreach, makes up only 10% of brands’ digital marketing expenditure, according to Technorati’s Media Digital Influence report. Of that social budget, more than half goes to Facebook. YouTube and Twitter each get 13%, while about 6% is spent on influencers, and 5% on advertising on blogs.
More than half of brands have earned-media goals, and their objectives fall in the categories of Facebook likes/fans, website traffic, Twitter followers and landing-page visits. Success is defined as increased activity and traffic on Facebook, Twitter and on brand websites.
Over 90% of brands have a presence on Facebook, ahead of Twitter (85%) and YouTube (73%). However Google+ isn’t as popular, with just 26% of brand managers reporting a presence on that social media platform.
Facebook and Twitter are the most popular social platforms for bloggers, which are the same digital properties generating the majority of blog referrals and shares. Facebook and Twitter are also the top platforms from which bloggers are generating revenue.