March 09, 2010
Chart

New Chart: How Effective is Social Media in Achieving Target Business Objectives?

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SUMMARY: We wanted to find out the effectiveness of social media in terms of achieving various target business objectives, such as increasing brand or product awareness and increasing sales revenue. See the responses we received from more than 2,000 marketers in this week’s chart.
By Sergio Balegno, Research Director

Rating the Effectiveness of Social Media in Terms of Objectives Achieved

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Last week, we established which objectives social marketers are targeting and measuring. This week’s chart will help you determine which objectives are most effectively achieved with social marketing. Combining the information from these charts will help you define the appropriate objectives for your social media strategy.

While organizations in all phases of social marketing maturity rank objectives in the same order, substantially more marketers in the strategic phase find social media very effective in achieving each of these objectives.

Interestingly, organizations that market to consumers through reseller channels (B2B2C) are much more likely to consider social media a very effective means to achieving their marketing objectives. Social media has opened a wealth of opportunities for marketers to reach business partners and consumers at every point in the distribution process.

For additional research data and insights about social marketing, download and read the free Executive Summary from MarketingSherpa’s 2010 Social Media Marketing Benchmark Report.

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