Based on a poll of 171 UK social marketers, Facebook beat LinkedIn and Twitter to take the winning slot as preferred social platform for campaign development and evaluation, with a study looking at campaign planning, execution, and post–campaign analysis.
The Direct Marketing Association’s (DMA) initial ‘Social Media Scorecard’ found that Facebook was preferred overall, followed by LinkedIn at second place, Twitter coming in third with YouTube and Google+ ranking fourth and fifth respectively.
Lynsey Sweales, DMA social media council member, said: “For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months.”
The likes of Pinterest, Instagram, Snapchat and Vimeo were not included due to only a small selection of marketers utilising these formats.
This DMA ‘Scorecard’ was created to help measure and understand factors that were crucial to social campaigns, such as:
Ease of use
Ability to target users and key demographics
Quality of analytical tools
SEO Executive at Hit Search, Andy Adams commented “Facebook has been at the top of the social media pyramid for some time now, with a vast, engaged audience on the site in some capacity almost every day.
As well as this, many businesses are able to target their audience for advertisements & posts that promote their services or wares making it a strong driver of interested traffic and conversions/sales.
Developments such as Promoted posts and Facebook advertising are not quite as obtrusive as some users may have feared in the past and have helped many businesses locate & engage with their target audience.”
Hit Search are the online marketing experts and specialise in helping to plan and maintain social media marketing strategies as well as online reputation management.
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