In the latest Rose Survey on Social Media Marketing among Russian senior managers, an overwhelming majority of Russian businesses (97%) agree that Facebook ranks among the most important social media platforms, followed by Vkontakte (55%), YouTube (43%), Instagram (37%), LinkedIn (25%) and Twitter (20%).

The majority of respondents (60%) further believe that Facebook is the single most important social media platform for marketing. Vkontakte takes second place with 22% in this constantly shifting social network environment.

When asked which social media platform will be important to their businesses next year, Facebook is predicted to maintain its dominance (55%) while Vkontakte is expected to fall further behind to 10%. The managers also plan to increase their use of LinkedIn (12%), Instagram (7%) and YouTube (5%) to engage their customers online.

Perhaps most significantly, the survey concludes that the vast majority of respondents – more than 95% – use social media in to promote their businesses even though the majority (65%) began using social media marketing only within the past two years. However, clearly, this discipline is here to stay since 68% of respondents believe their budgets for social media marketing will remain the same in 2016 and 27% estimate that their budgets will increase in this area.

Though the majority of respondents (87%) believe that social media marketing is important or very important to their businesses and 60% claim that their social media marketing activities are effective, many respondents (43%) claim they don’t know how to measure the return on their social media marketing investment. Since the majority of respondents – 62% – outsource their social media marketing, “agencies will need to up their game and help their clients to understand the value social media marketing provides to their businesses,” said Rose General Director, Galina Savina.

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