©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Social media has reached a tipping point; it’s now a part of every marketer’s arsenal. However, while roughly eight out of 10 marketers use social media, only three of them believe that it’s effective, according to Junta42/Content Marketing Institute and MarketingProfs’ just released B2B research. Social media accounts for roughly one out of every five minutes spent online, as tracked by Nielsen. Put together with ExactTarget’s consumer-focused findings, which show that Twitter followers are more likely to purchase and recommend brands once they follow them than are consumers on Facebook, and you’ve made the case to add social media to your marketing mix. (For more customer details, see ExactTarget’s research.) As a result, marketers are present where their prospects, customers, and fans are despite their inability to prove its effectiveness in meeting business objectives.