Seventy percent of businesses reported that they plan to increase their use of Twitter and Linkedin moving forward, according to a report from from the Software & Information Industry Association.
Fifty-three percent of the 100 marketing executives polled said qualified leads are an important metric for them in assigning value to social networks. Dedicating more money to Twitter and LinkedIn likely means they’re seeing more leads coming from those platforms than other social networks.
Nonetheless, companies are struggling to determine the amount of time and resources to dedicate to social media marketing. They’re seeing positive responses from their social efforts, but figuring out which leads to attribute to social is a problem, according to the report. According to the SIIA, 60 percent of companies said less than 5 percent of their sales come from social.
The topic of social media marketing and its effect on lead generation is a topic of great debate among businesses. SIIA’s survey results, present an interesting contrast to a recent report covered by Brafton, indicating that 81 percent of companies believe a social presence has positively impacted their lead generation.