Only Two in Five Marketers Call Facebook Effective

Social Media

May 21, 2013 -- A survey of over 3,000 marketers find the majority (86%) believe social media is important to their businesses – and about half (49%) say Facebook is the most important vehicle for their marketing purposes.
 
FACEBOOK'S MARKETING EFFECTIVENESS
 

• While social media is felt to be important, just 37% agree that Facebook is effective for them, while 23% say it isn’t effective and 41% are unsure.

Rate of agreement with the statement: "My Facebook marketing is effective."

Source:  Social Media Examiner, 2013

• B2C marketers were more likely to agree (44%) than their B2B peers (29%).

• Larger businesses were much more likely to find Facebook marketing efforts were effective. For example, 46% of businesses with 1000 or more employees agreed, compared to only 29% of the self-employed.

 

UNCERTAINITY OVER ROI MEASUREMENT
 

• The report states a possible cause for the uncertainty surrounding Facebook’s ROI effectiveness is that three-quarters (74%) of respondents don't trust their ability to measure the return on investment for my social media activities.

Rate of agreement with the statement: "I am able to measure the return on investment for my social media activities."

Source:  Social Media Examiner, 2013

About: Via email and social media, 3,025 marketer participants were acquired in January 2013. The largest group that took the survey work for small businesses of 2-10 employees (32%) followed by the self-employed (21%). Twenty-three percent of people taking the survey work for businesses with 100 or more employees. Slightly more than half (56%) of survey are B2C marketers and 44% are B2B focused. Most survey participants (72%) were between the ages of 30 and 59. The median age was 30 to 39.