Why and How Businesses Use Social Media

Social media marketing is a developing art form. In fact, you almost would find it odd that budgets to support social marketing and mobile social marketing are growing on a fairly widespread basis even though a majority of companies have difficulty measuring the return on investment from social media.

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In fact, according to a recent survey of marketing executives by Econsultancy, 61 percent say their organizations are “poor” (34 percent) or “very poor” (27 percent) at measuring social media ROI.

According to the Econsultancy survey, 61 percent report that they “have experimented with social media, but not done that much.”

A quarter say they are “heavily involved in social media”, while the remaining 13 percent are not engaging with social media at all.

So why are marketers using social and mobile social media? They do so for the same reasons they use other marketing channels: generation of sales and leads as well as softer objectives such as improved brand awareness and reputation.

As an intermediate objective, social media efforts often are measured by their ability to drive traffric to company Web sites. "Increased traffic to a Web site is the business goal that marketers are most likely to be trying to influence through social media marketing," says Econsultancy. Fully 74 percent of companies say they use social media to increase Web site traffic.

"Direct traffic to Web site is by far the metric most commonly used to measure the impact of offsite social media, measured by just under two-thirds of company respondents (63 percent)," says Econsultancy.

More brand recognition (64 percent) is the second most important business objective in terms of impact of social media. A similar proportion of respondents (62 percent) cite better brand reputation. And that might be a big part of the reason why social media is used.

Just over half of companies (56 percent) say that they try to achieve increased sales through social media activity. But only a quarter of companies (24 percent) use sales as a metric for measuring social media effectiveness.

More Full-Time Bloggers than Lawyers?

If I had to pick just one, I'd say the Wall Street Journal is the single best newspaper in the United States. But this story is just wrong in claiming there are more people making a living blogging than lawyers in the United States!

It simply doesn't fit anybody's common sense experience.

http://online.wsj.com/article/SB124026415808636575.html

Blogging Tops New York Times, Sort of...

According to ReadWriteWeb, a five-year-old bet was settled recently. The bet, between New York Times executive Martin Nisenholtz and Web 2.0 Founding Father Dave Winer, was about blogs topping the New York Times in Google search results for the top five news stories of 2007.

Rogers Cadenhead has done the tabulation and found that Winer, and blogging, have indeed won. Sort of, ReadWriteWeb notes.

According to the Associated Press, the top 5 news stories of 2007 were Chinese exports, oil prices, Iraq war, Mortgage crisis and the Virginia Tech killings. Obviously this is a list for US news markets and not the entire world.

Today, a Google search for those terms brings up a blog higher than the New York TImes for Chinese exports (Blogging Stocks 19th vs. NYT 20th), Iraq War (a blog was 17th, NYT 20th) and Virginia Tech killings (Newsvine coverage of the AP's top stories of the year is 9th in Google vs. the Times at number 30.) So blogs topped the Times in 3 out of 5 top stories.

Wikipedia, however, ranks higher than both blogs and wikis according to Candenhead.

The three blogs that topped the Times in the Google results in question don't tell such a simple story. Two are stories from the AOL-owned Blogging Stocks and one is from social news site Newsvine, now owned by MSNBC.