A report from Mechanica and Fast Company found businesses believe social media marketing is changing the industry but not necessarily their company.

A report from Mechanica and Fast Company found that 70 percent of companies believe social media marketing has changed the industry. However, just 49 percent think it has greatly impacted their own businesses.

Like is often the case with social, businesses appear to struggle defining the success of their investments. While social platforms are working to define conversions and leads generated through social, many still don’t realize the ultimate success of heavily engaging social campaigns.

According to the study, 42 percent of businesses have altered their campaigns to leverage growing demand for personalized user experiences. Moreover, just 21 percent said they have made adjustments for “splintering target audiences.” In general, these businesses are failing to leverage the ultimate benefits of social marketing in that they are still producing marketing content designed for mass audiences.

Brafton has reported that defining target audiences is a critical element of any web marketing campaign. With social media, different demographics, whether defined by age, race, gender or any other factor, require different content and engagement techniques. Ultimately, content included in social sharing must be developed with the specific target audience in mind. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.