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May 03, 2011
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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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