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May 03, 2011

Marketing Research Chart: Top social media objectives for 2011

SUMMARY: As social media continues to grow as a popular marketing tactic, we want to learn more about the objectives marketers are targeting with this channel.

We asked more than 3,300 marketers to indicate the most important social media marketing objectives they hope to achieve in 2011. Find out the results in this week's chart.
Organizations identify most important objectives for social media use in 2011

Q. What are the MOST IMPORTANT OBJECTIVES for your organization's social marketing program to achieve in 2011?

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Increasing website traffic through social media integration is the number one objective for marketers in 2011. It became clear in 2010 that a growing number of website visitors were initially engaged on social media sites.

Today, the most important objective is to direct the movement of social media followers, likes, group members, etc. to a point of conversion -- usually an organization's website.

Other top objectives are a mix of unclear goals, like improving brand awareness or reputation, and measurable goals, like achieving ROI and converting customers.

For additional research data and insights about email marketing, download and read the free Executive Summary from the MarketingSherpa 2011 Social Media Marketing Benchmark Report.

Useful links related to this chart

Members Library -- Marketing Research Chart: Using social media as a list growth tactic

Members Library -- Social Media Marketing: Finding and winning hyper-social consumers

Members Library -- Marketing Research Chart: Social media tactics for B2B

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See Also:

Comments about this Chart

May 09, 2011 - Lars Nielsen of says:
Good information. There are two numbers that stand out to me after reading the results. The highest priority at 56% on the list for the 3,300 people surveyed, is to increase website traffic through social media integration. Way down at number 11, at a mere 8%, is improving quality of customer service. In branding, you are only as good as your customers say you are. And usually, the experiences they, and those in their network have with you, guide their perception of you. And here’s the catch. Increased website traffic to your website will expose customers to your brand – or at least to your shop front. But increased traffic through social media integration is different, because social media by definition is not a one-way street. You communicate with your customers and they communicate with you. But, at the same time, they also communicate with each other. Most marketing people will remember when GAP re-launched their new logo last year, and the disaster it ended out being for them. That problem started in the social media channels, before business media picked up the story. In the world of social media, customer service has, I think, become more important than before. Therefore placing it at the bottom of your social marketing objectives in 2011 may not be the best way forward. In stead, why not determine how to increase customer interaction, website visitation and ROI while delivering better service?

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