Social Media Chart: Which channels are the most effective for inbound marketing?
Social networks used to be the wild west of online marketing. Pioneers launched first, asked questions later, and staked claims on MySpace and Second Life.
Today, most marketers set clear goals and plan before hitting the trail. Your goals will often dictate which networks and tactics to try. Knowing which networks have turned into ghost towns and which are the next Dodge City can also help.
This chart from the MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition shows which social media platforms have proven to be the most effective for inbound marketers.
Blogging sits comfortably on top. This does not surprise me since creating content is the most effective SEO tactic , and SEO is a vital part of a good inbound strategy.
However, two things do surprise me. First, I expected LinkedIn to rank high with B2Bs, but I did not expect it to so clearly beat Facebook. Fewer than 50% of B2B marketers report that their efforts on Facebook were effective. LinkedIn appears to provide the most effective social network for inbound B2B marketers.
The second thing that surprises me is that YouTube and other video sharing sites are well within the top tier. I have seen great YouTube strategies from a select few marketers, but I did not realize that strong performance was this widespread. I expect even more marketers to start using video sites in the coming years.
Analysis from our benchmark report helps shed light on why sites like YouTube are bringing in the results:
“People are often more willing to watch a short video than read a long blog post, especially if the video is engaging or entertaining. Unlike television commercials, those viewing YouTube videos often are searching for specific information.”
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