The statistic presents data on social media platforms used by marketers worldwide as of January 2016. During the survey, 40 percent of responding social media marketers stated they used Pinterest to market their businesses.
Social media marketing – additional information
Social media marketing is increasingly being used in business to attract attention and gain website traffic. An examination of the digital marketing spending in the U.S. from 2014 to 2019, broken down by segment reveals that social media is an area of marketing which will receive heavy investment in the future. In 2014, spending on social media marketing in the U.S. totaled approximately 7.52 billion U.S. dollars. By 2019, this figure is expected to rise by almost ten billion to 17.34 billion U.S. dollars.
The success of social media marketing can be assessed using key performance indicators (KPIs). A list of the leading KPIs used for social media marketing was reported in April 2014, following a survey among business executives. During the survey 48.7 percent of executives stated that they used activity and engagement with profiles for example, making comments as a KPI. Other KPIs which were mentioned by executives included web traffic, reach and sentiment.
The strategies in place to measure the success of social media marketing are complex and not often easily identifiable. In May 2014, 2,800 marketers were asked; ‘Do you agree with the statement: “I am able to measure the return on investment for my social media activities?”’ The results showed that 35 percent were uncertain about their ability to measure return on investment, 22 percent disagreed that they were able and a further six percent strongly disagreed that they were able. These results indicated that more needs to be done to provide and teach marketers about assessment criteria when it comes to social media.