Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Social media plays a growing role in the majority of major brands’ marketing and communications strategies. That presents a big opportunity for agencies, too, as they help their clients figure out which platforms to invest resources in and why.
A recent survey conducted by media industry technology provider STRATA asked 80 of its agency clients which social networks they’re mostly likely to utilize in their clients’ campaigns. Unsurprisingly Facebook came out on top, but platforms such as Pinterest, Google+, and YouTube gained popularity during the third quarter of the year, according to the results.
Overall, the data suggest agencies are following consumer habits and spreading their efforts across a range of channels as opposed to just focusing on the big two: Facebook and Twitter.
Do these results tally with your experiences? We’d love to hear your thoughts in the comments, or you can email them to me at the address below.
The question posed to agencies was: “Which Social Media are you most likely to use in your clients’ campaigns?” Respondents could choose multiple answers.
|
platform
|
q2 2012 (%) |
Q3 2012 (%)
|
|
|---|---|---|---|
|
87.3
|
82.4
|
||
| YouTube |
36.6
|
41.9
|
|
|
38.0
|
36.5
|
||
| Google+ |
18.3
|
25.7
|
|
|
28.2
|
23
|
||
|
15.5
|
23
|
||
| None |
8.5
|
8.1
|
|
| Foursquare |
7.0
|
4.1
|
|
| Myspace |
1.4
|
1.4
|
|
| Digg |
0.0
|
0.0
|
|
| Other |
1.4
|
1.4
|
|
* Data from STRATA
More in Marketing
Brands celebrate tariff reprieve, but fresh uncertainty looms
After the Supreme Court struck down Trump’s tariffs, brands welcomed the relief but say ongoing trade uncertainty and unanswered questions about refunds are keeping business decisions on hold.
The Rundown: Why YouTube has become key for brand GEO strategies
Brands hoping to improve their performance in zero-click search and LLM chatbot results are focusing on the video platform.
Can agencies fix the AI disconnect between the C-suite and marketing teams? Boathouse is trying to
As marketing teams struggle with a lack of strategy and tools according to research, Boston-based Boathouse has hired someone to fill that gap.