A new study from Booz & Company in conjunction with Buddy Media found that Facebook, Twitter and YouTube are considered the most important and valuable social media marketing channels by leading companies.
Ninety-four percent of companies named Facebook in their list of the top three channels, Twitter ranked second, cited by 77 percent, and YouTube was listed by 42 percent.
According to the study, advertising, public relations and customer relations are the three business segments being helped the most by social media use. Facebook, Twitter and YouTube enable businesses to improve each of these tasks by providing avenues for engagement and marketing.
“As social media grows in importance, leading companies are recognizing they need to shift their focus from campaigns to capabilities, and in doing so they are actively transforming their model for marketing from one of ‘brand management’ to ‘brand curation,’” Christopher Vollmer, partner and leader of Booz & Company’s media and entertainment practice, said in a release.
The development of social media content that links to brand journalism provides simple and easily measurable engagement for businesses, which is particularly important as marketers have traditionally struggled.
To demonstrate the value of social media marketing, marketers will likely find that their No.1 social marketing outlet is making it easier to understand social success. Brafton recently detailed a series of adjustments Facebook has made to its analytics enabling marketers to measure page traffic and prospect interaction. Facebook Insights provide in-depth reports related to brand conversations, customer loyalty and profile tab clicks.