Social media marketing evolving rapidly

The medium of social media marketing is evolving at "warp speed", according to one sector commentator - prompting more businesses to experiment with doing more with it.

Rebecca Lieb, in a post for Econsultancy, states in many cases this trend is occurring even when the marketers do not fully understand what they are doing or how to measure the return on investment as a result of social media.

Commenting on a survey by the group - the Value of Social Media Report - she revealed Facebook is the social media site of choice for 85 per cent of marketers, followed by Twitter at 77 per cent.

Meanwhile, 69 per cent revealed they use Twitter to micro-blog, while 57 per cent have successfully maintained a marketing-related Facebook profile and 51 per cent create and share video on the internet.

However, Ms Lieb stated: "While marketers overwhelmingly say they're using these channels for 'soft' marketing objectives: branding, awareness [...] their business objectives in social media channels are decidedly harder: sales and [return on investment]."

Recent data from comScore revealed the number of unique visitors to Twitter increased from 21.25 million in December to a record high of 21.79 million in January.

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