SME-2017年社交媒体营销报告（英文）-20175-50页_5mb

2017 Social Media Marketing Industry Report Summary

Core Content

This 2017 Social Media Marketing Industry Report, authored by Michael A. Stelzner, provides a comprehensive analysis of how marketers are utilizing social media to grow their businesses. The report is based on data collected from over 5,700 marketers and includes 77 charts to illustrate key findings across various aspects of social media marketing.

Main Findings

• Top Social Media Questions: Marketers are primarily concerned with tactics, engagement, measurement, paid social media, and audience targeting.
• Facebook Dominance: Facebook remains the most important platform for marketers, with 62% selecting it as their top choice. This is an increase from 55% in 2016.
• Social Media Usage: Marketers are investing significant time in social media, with 64% spending 6 hours or more weekly and 20% spending over 20 hours.
• Benefits of Social Media Marketing: The top benefits include increased exposure and traffic, with 88% and 81% of marketers respectively reporting positive outcomes from as little as 6 hours of weekly investment.
• Content and Live Video: Visuals and live video are becoming increasingly important, with 85% using visuals and 61% planning to increase live video use.
• ROI Measurement: Only 38% of marketers feel they can effectively measure ROI, a decrease from 41% in 2016.

Key Insights

• Experience and Time Investment: There is a direct correlation between experience and time spent on social media. Marketers with more experience tend to invest more time.
• Platform Trends: Instagram, Snapchat, and YouTube have seen growth, while LinkedIn and Twitter have experienced declines in usage.
• B2B vs. B2C: B2C marketers are more engaged with Instagram, Facebook, and Pinterest, while B2B marketers focus more on LinkedIn and Twitter.
• Paid Social Media: Facebook ads are widely used, with 93% of marketers regularly using them and 64% planning to increase their use.

Social Media Posting Frequency

• Current Posting Habits:
  • Facebook: 8 posts/day
  • Instagram: 4 posts/day
  • Twitter: 6 posts/day
  • LinkedIn: 4 posts/day
  • Pinterest: 3 posts/day
  • Snapchat: 1 post/day
• Future Plans:
  • 68% of marketers plan to increase Facebook posting frequency.
  • 63% of marketers plan to increase Instagram posting frequency.
  • 56% plan to increase Twitter posting frequency.
  • 55% plan to increase LinkedIn posting frequency.
  • 37% plan to increase Pinterest posting frequency.

Platforms Marketers Want to Learn More About

• Top Platforms:
  • Facebook: 80% (up from 73% in 2016)
  • Instagram: 71% (up from 55% in 2016)
  • Snapchat: 42% (up from 28% in 2016)
• B2C vs. B2B:
  • B2C marketers are more interested in Facebook (84% vs. 73% B2B).
  • B2B marketers are more interested in LinkedIn (42% vs. 32% B2C).

Conclusion

The report highlights the evolving landscape of social media marketing, emphasizing the importance of visuals, live video, and Facebook as a key platform. It also underscores the need for better ROI measurement and the varying strategies between B2B and B2C marketers. Overall, the data suggests that as marketers gain experience, their social media activities become more strategic and time-intensive.