In an interview that is part one of a two-part series, the latest research from Marketing Profs Director Of Research, Tim McAtee, has released a new comprehensive study. It delves into the participation rates of companies in social media by industry. What they find is although the overall use of social media is high, the adoption rate is over just 1/3 in just a few of the top industries. They found that the majority of industries are NOT participating in social media. But what he does say is the usage of social media networks in B2B and B2C is similar. Facebook is the most commonly used tool by corporate marketers overall. I ask him more about this study in my Marketing Voices podcast. What he found in this study is available at marketingprofs.com.
Generation X, those who were born between 1961 and 1981, are a group of people marketers are trying to reach. Nate Elliott, Principal Analyst of Forrester Research told me what he thought effective social marketing strategies are for this generation. He mentioned that there are many social media channels that work. He said that every marketer should identify their objectives and goals first then work to identify the social media tools. When I asked what program he liked and thought was most effective, he brought up the TV show Mad Men and talked about a launch strategy used to engage viewers when the show was announced. We also discuss how marketers are feeling they are doing in some aspects of today’s social world and that is discouraging news–based on new research marketers flunked themselves–giving a grade of 4.5 out of 10.