The title surveyed more than 50 marketers across different industry sectors to understand which platforms they were using and how.
Unsurprisingly, Facebook played a dominant role, with almost all (98%) respondents using it; around half (53%) used Instagram, with YouTube (45%) also popular; LinkedIn, Twitter and Snapchat came in some way behind.
Facebook was also the top choice for spending, with 75% of respondents indicating that they spent most there. YouTube was back on 13% and LinkedIn on 6%.
But less than half (45%) felt that Facebook was always effective or effective most of the time in meeting their marketing needs. Instagram returned a similar figure (46%).
This was still significantly better than other platforms: YouTube was the next best performer on 33%, followed by LinkedIn (26%), Snapchat (15%) and Twitter (13%).
The main point of using social media was to raise brand awareness, cited by 79% of respondents, followed by engagement (58%), driving traffic to a location (52%) and driving sales or conversions (42%). Improving reach/frequency and targeting both came in at 40%.
Audience targeting, however, was seen by 70% of respondents as one of the particular benefits of social media marketing; low costs (50%) and reach and frequency (48%) were also attractions.
Aspect of social media that marketers disliked included a “lack of transparency and accountability”, “terrible viewability”, “brand safety concerns”, “reporting issues” and a “low ROI”.
A majority of marketers (60%) were using cost of impressions as a measure of success, and a broadly similar proportion (55%) viewed social media as being more cost effective than other media channels on a CPM basis.
Other success metrics being used included cost of click-throughs (53%), impact on sales (51%) and cost of conversions/acquisitions (40%).
Sourced from Ad News; additional content by WARC staff