Social Media Presence More Important Than Social Media Ads

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Emineo Media Social-media-marketingSocial Media presence is more important than social media Ads, yet marketers have concerns with the communities they’ve built on social sites

Social media marketers feel that having a presence on social sites is more important than advertising there, but there are still challenges related to keeping a community running online.

In July 2011, Microsoft Advertising and Advertiser Perceptions surveyed social media marketers in six countries around the world and found that 74% of them thought it was very important to have a presence on Facebook, but only 57% felt the same way about advertising there. On Twitter, presence also carried more weight, with 47% of respondents saying they thought it was very important. But in Twitter’s case, there was not as much of a difference between presence and advertising, at 42%.


Of the marketers surveyed, 72% agreed that measuring return on investment from social media was too hard, an oft-cited challenge of social media overall. More specific to having a brand page or account, 56% of marketers said turnover was too high and 52% said their fan or follower base was not target-appropriate.

Looking at social media budgets gives more insight into how marketers are keeping their communities engaged online.

Social media marketers reported that 48% of their budgets are used to attract new members to their pages, with 28% focused on social sites such as Facebook or Twitter, and 20% from off of these sites. On the other hand, 19% of budgets are used to keep current Facebook or Twitter communities engaged, and an additional 20% of budgets are spent on paid media to maintain existing fan bases.


Continually working to keep social communities engaged will help marketers reduce turnover. And as social media marketers become more mature in their outreach and social networks improve their platforms, marketers can work to better target advertising to reach the right audience and track and measure success using better metrics. Time and experience with social media will help marketers overcome the challenge of maintaining communities at social sites.


Twitter Triples Ad Revenues

A Little Tweet Goes a Long Way With Advertisers

Twitter Emineo Media Jennifer LopezTwitter, Jennifer Lopez

With a global audience, Twitter has managed to triple its ad revenues this year, as it takes on the same clients as Facebook and Google.

Despite a smaller audience than other social-networking platforms, Twitter has managed to, in some cases, beat Facebook when it comes to ad engagement, and it’s also expected to benefit from a global ad revenue boost over the next few years.

Twitter will earn $139.5 million in global ad revenues this year, up 210 percent from the $45 million it raked in for 2010, as it vies for the same clients as Facebook and Google, according to a new forecast released today by eMarketer. That’s down from eMarketer’s previous estimate of $150 million, which it made in January 2011, but it’s not for lack of potential. Rather, it has to do with Twitter’s slower-than-expected rollout of several advertising initiatives, including ad sales offices in non-U.S. markets and a platform that lets advertisers buy ads on a self-serve basis.

By 2013, the microblogging site’s worldwide ad revenues are expected to reach $400 million, according to the report, issued today.

That growth is expected to be fueled in part by non-U.S. advertising, which is expected to account for 12 percent of all revenues by 2013, versus 4 percent in 2011. The other half of the equation: the expected addition of self-service ad buying, which will appeal to small and midsize businesses.

What’s more, the number of people actually clicking on the ads on Twitter is giving Facebook, which reportedly brought in $1.6 billion in revenue in the first half of 2011 alone, a combination of advertising and its cut of virtual goods, a run for its money.

“Since their debut in April 2010, Twitter’s Promoted Products have proven successful in the U.S.,” said eMarketer principal analyst Debra Aho Williamson. “Marketers have shown solid engagement rates with Twitter advertising—in some cases better than those on Facebook—despite Twitter’s relatively smaller audience.”


The Value of Social Media Sponsorships?

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Emineo Media SponsorshipBlog posts and videos have the highest value for marketers Paying for mentions in social media, or social media sponsorships, has become a more popular marketing tactic. By late 2009, it had attracted the attention of the US Federal Trade Commission, which released regulations requiring bloggers and certain other online publishers to disclose when they receive cash, free products or other compensation for a product or brand mention. But marketers are still interested in this form of outreach. In Q2 2011, social media advertising company IZEA surveyed marketers and publishers about their preferences for such practices and the value they place on certain sponsorships. The survey found that 48.8% of marketers have used a sponsored blog post, while 32.5% said they would use it, and 39.4% have sponsored a tweet, while 35.6% said they would use that social media sponsorship. Additionally, only 23.2% have sponsored an online video, but 50.2% said they would use such a social media sponsorship. These marketers are carefully monitoring these mentions and measuring how well they influence sales and business results by looking at quality and sentiment of content, cost-per-click, shares, cost per acquisition and more. Quality of a post was the most important measure of success, with 80% of respondents saying it was very important or important. Only 5.9% said it was not important.

Clickthrough rates were also important or very important for 74.9% of respondents. Only 4.3% noted clickthrough rates as not important. After measuring these activities, marketers put a monetary value on the different types of social media sponsorships. Blog posts and videos were the mentions with the most value, calculated to be $114.71 and $112.46, respectively, while Twitter edged out Facebook. Tweets were valued at $63.64, compared to $55.16 for a Facebook update. Social media sponsorship can be a controversial practice, particularly if bloggers and other publishers do not disclose when they some type of compensation for a product or brand mention. But as marketers continue to measure success and see the value in these mentions, doing social media sponsorships the correct way will become a more accepted practice.


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