UK marketers appear to be way behind the curve in adopting the likes of Pinterest, Instagram and Vimeo, according to a new DMA study, which shows most still rate Facebook as the most “marketing-friendly” social media platform.
The study quizzed nearly 200 UK social marketers over which platform was most effective over the three key areas of campaign planning, execution and post-campaign analysis.
Designed to provide a clearer picture on the relative qualities of the leading social platforms, it benchmarked factors such as ease of use, ability to target users, contact objectives, and the quality of analytical tools.
The top five on the DMA Social Media scorecard were Facebook, LinkedIn, Twitter, YouTube and Google+. However, within the categories, Twitter emerged as the marketer’s preferred platform for its effectiveness in building brand awareness and LinkedIn as the best platform for its user targeting tools.
Lynsey Sweales, a member of the DMA Social Media Council and CEO of SocialB UK, said: “The Social Media scorecard is crucial for marketers to make an informed decision when choosing social platforms for their campaign. ROI metrics do not give marketers a full picture of the other factors they must take into account.
“For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months.
“Only a handful of the marketers who took part in the survey were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren’t included in the scorecard.”
According to the latest figures from the IAB UK social media marketing spend hit £588.4m in 2013, a 71% increase from 2012.
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