Social media marketing: got to do it, but is it really a revenue driver? That appears to be the perception, at least according to survey results from a newly-released Nectar Online Media study. Respondents were nearly universal in their belief that social media is important to their organization (94%) and that it enhances awareness of their brand (92%). 8 in 10 also checked social off as a strategic imperative – mirroring results from a Facebook study last year in which 6 in 10 senior marketers said social was key to their company’s survival. But amidst all the importance assigned to social media marketing, the Nectar Online Media survey respondents (the majority of whom have responsibility for or influence over their organization’s social media marketing) were less enthusiastic about its ability to drive revenue, or even their ability to perform social media marketing successfully. Only 46% agreed or strongly agreed that social media drives revenue for their organization, and just 28% said their program was “best-in-class.”
Perhaps it’s simply a case of those two latter points being inter-related. Perhaps as respondents gain more confidence in their ability to execute high-level social media marketing programs, they’ll be more likely to see some real returns. Or maybe despite all the excitement, social media just isn’t a revenue-driver. Read the rest at MarketingCharts.