Survey: Social marketing use high, LinkedIn favored

Saskatoon, Saskatchewan—A majority of marketers are engaging in social media as a marketing channel, and a large number of those consider the professional networking site LinkedIn as offering the best ROI.

The “BMA Project Case Study,” a survey of Business Marketing Association members by online research company Itracks Online Data Collection, found that 89% of respondents are using social media as part of their marketing mix. LinkedIn was favored as providing the greatest ROI by 49% of respondents, followed by Twitter (20%), Facebook (15%), blogs and videos (11%) and YouTube (6%).

Such top objectives as (in order) awareness, word-of-mouth and lead generation were considered in assessing ROI. The online survey was conducted in May, and drew 70 respondents.