New Research Benchmarks Best Practices in Social Media Marketing

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Insights into How Top Performers Succeed by Infusing Social Media into Their Marketing Campaigns

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Despite the flurry of activity, social media marketing remains experimental in nature, and marketers are making up the rules as they go.

Gleanster today announced the publication of a “Gleansight” benchmark report that documents best practices in social media marketing. The report is 21 pages in length and includes a vendor landscape section with analyst commentary about most of the related technology solution providers as well as a large number of social media agencies.

The report, simply called Social Media Marketing, is based on the experiences of hundreds of companies and can be downloaded for free from the Gleanster website.

The research comes at an opportune time. With the phenomenal growth of Facebook and the staggering amount of attention paid to Twitter and YouTube, it’s clear that social media marketing is on a rapid growth trajectory. Every day, established brands gain footholds on Facebook, lured by the giant audience and the opportunity to communicate with its users.

Yet the return on investment can be nebulous. Brands have yet to determine the value of a Facebook fan, and there continues to be no consistent barometer of success. Given the dearth of reliable data, it’s no wonder that companies are struggling to determine just how much social media marketing is right for them. And practitioners are left to talk as much about the cost of not participating in social media marketing as of the value of doing so.

“Some brands have found that they can drive sales by coddling bloggers or by directing special codes or promotions to customers who follow them on Twitter,” said author Kevin S. Ryan, principal analyst at Gleanster and former vice president of social media at Barnes & Noble. “Yet, despite the flurry of activity, social media marketing remains experimental in nature, and marketers are making up the rules as they go.”

This benchmark report seeks to ascertain what those rules are, by exploring what Top Performers are doing – and measuring – as they make their initial forays into social media marketing. It examines the technologies, business processes, organizational resources and performance metrics these companies are adopting in order to achieve their desired business objectives.

For Top Performers, the most compelling reasons to implement a social media marketing campaign include increasing customer acquisition, return on marketing investment and customer advocacy. According to 94% of the 284 companies surveyed, the top challenge lies in creating “viral worthy” content.

Related “Gleansight” benchmark reports include Social Media Monitoring, Online Customer Communities and Customer Feedback Management.

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Sarah Tebbe
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