©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
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%.