According to new research from Econsultancy and Adobe, two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The most popular platforms used by businesses are Facebook and Twitter, with YouTube and LinkedIn not far behind. While Pinterest is only used by 37% of marketing professionals, it is still more used than Google+ and way ahead of Instagram as a platform for sharing images.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
Measurement and how to prove ROI with social media is still the golden question amongst marketeers.
67% of businesses believe social marketing needs to be more rooted in data, yet only 37% measure revenue generated by social media activity! A large proportion of marketeers still believe there is a lack of effective tracking capabilities and social media measurement systems are not yet fully developed.
The full report can be downloaded from the Econsultancy website here.