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Corporate Marketing Departments Plan to Master Social Media This Year

April 19, 2011
By Tracey E. Schelmetic - Telemarketing Software Contributor

Marketers, it would appear, are finally beginning to “get” social media. That's the conclusion to be drawn from a poll conducted by Effie Worldwide and Mashable that revealed that an overwhelming number of marketers consider social media to be integral to their strategies this year, and 70 percent plan to increase their social media budget by more than 10 percent this year.

The study, conducted in February, polled a group of ad agency executives and marketers from firms such as Bank of America, Colgate-Palmolive and Mini USA (among others). In addition to the increased spending plans, marketers revealed that their primary social media goal is to increase Facebook (News - Alert) “Likes.”

Speaking on behalf of themselves and their clients, group members reported that social networking would take 11.9 percent of their overall budget this year compared with 13 percent for TV. That figure should be taken with a grain of salt, writes Mashable, since $68.7 billion was spent on all TV advertising last year, compared with just $26 billion for Internet advertising, according to the Internet Advertising Bureau.

Much of that spending will go toward trying to find new Facebook fans, which 35 percent of respondents said is their main goal in 2011. “Increase our presence on mobile” was number two on that list, coming in at 22 percent.

Other findings included:

Brands that were cited for “effectively getting their message across via social media” include Old Spice (chosen by 15 percent), Pepsi (eight percent), Starbucks (seven percent) and Ford (six percent).

Fifty percent of respondents said they use a mix of in-house and agency to handle social media outreach.

Eighty percent said they were planning iPad-based advertising and/or an iPad-based app this year, while 20 percent said they were “not planning much” of either.

A full 87 percent said social media was “important” or “very important” to achieving their biggest marketing goal this year. 

Tracey Schelmetic is a contributing editor for TMCnet. To read more of Tracey's articles, please visit her columnist page.

Edited by Jennifer Russell