Majority of Irish marketers can’t measure return on investment of Social Media
Twitter viewed as most effective Social Media marketing platform
75 percent of Irish marketing professionals plan to increase Social Media spend in 2015
Edelman Digital and the Marketing Institute of Ireland launched the results of #SocialOutlook15 a survey into Irish Marketing professionals’ behaviors and attitudes towards social media marketing. Whilst the vast majority (91 percent) of those surveyed believed that social media was important to their business the survey highlighted a lack of adequate measurement and strategic planning with 55 percent admitting they haven’t set Key Performance Indicators (KPI’s) for social media and 51 percent are unable to measure the Return on Investment of social media.
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Looking at the individual social media platforms, Twitter was seen as being the most effective (67 percent) and the platform most used (87 percent), however perhaps due to the scale of the potential audience Facebook is seen as the most important social media platform (36 percent). The vast majority of respondents (82 percent) have integrated social media into traditional marketing activities with increased awareness, increased traffic and developing loyal fans highlighted as the main objectives of their social media strategies.
Facebook also appears to be leading the way in terms of paid support with 70 percent of respondents investing in Facebook Advertising versus 40 percent in Twitter and 30 percent in LinkedIn. Overall, 75 percent of respondents agreed that they plan to increase the percentage of their marketing budget given to social media with Twitter, LinkedIn and YouTube destined to see the biggest increases in activity levels followed by blogging, Facebook and webinars.
Commenting on the release of the survey, Darragh Rea, head of Digital in Edelman Ireland said, “The survey supports a lot of what we’ve seen in Ireland and in other markets across the globe and highlights that whilst marketing teams are enthusiastic in their approach towards social all too often they fail to embed the necessary structures to adequately measure success. From our work managing online communities with hundreds of thousands of fans we know that social can be an incredibly effective tool but much like other marketing channels it must be measured against core business objectives with KPI’s set in advance. The demise of organic reach on Facebook last year saw a greater appreciation for the need for paid support cross platforms and the evolution of the advertising solutions on social, means we can expect to see huge growth in this area in 2015. This year we also expect to see better integration of social into core marketing activities with a greater emphasis on interactivity and responsiveness rather than content publishing. We believe that those marketing teams that embrace these core principles of measurement, interactivity and paid amplification will see the greatest results from social in 2015”
 This survey was carried out online amongst over one 100 marketing professionals over the course of November and December 2014.