Nearly nine in ten businesses aren’t measuring their social media marketing efforts, according to new research.

Specialist web design and marketing agency, Digimax found that just 14% of businesses surveyed said they currently measure their social media campaigns and track results.

Yet nearly all of the businesses surveyed had at least one social media account. Facebook is once again the leading platform in terms of popularity and user reach with 52.48% of all businesses reporting an increase in Facebook spend or activity. Instagram had also seen an increase in adoption from businesses with 15.33% of those surveyed having adopted and used the platform in 2016. Once one of the big three, Twitter has however lost some of its share and just 9.6% of businesses reported an increase in activity on the platform. Newer platform Snapchat had an increase of 6.13%.

When it comes to managing social media channels, the cadence of posts and interactions varies, with as few as only 8% of business account users updating more than once a day, the time-consuming nature of managing your social media accounts appears to be a hinderance to many businesses.

Over a third updated their channels every other day, 18% of businesses update on a weekly basis, with a further 14% updating once a fortnight. 7% of businesses only update once a month or less.

If you are successfully using social media, you should be measuring it. This seems to be a simple step that many businesses overlook as 86% of businesses surveyed said they were not measuring their social media marketing efforts at all.

Shaz Memon, creative director at Digimax, said: “There are now over two billion social media users worldwide, but with such a wide variety of different platforms to choose from, it’s no wonder it can be daunting to try and make social media a successful marketing tool for your business. Using Social media may be a quick way to increase your brand awareness, but learning how to really master social media marketing can be anything but an easy fix.

“In order for brands to create a strong media presence by interacting with their customers online, they need to be creating regular campaigns, engaging regularly and measuring the results of those campaigns. Learning what resonates with your audience opens up the opportunity to start conversations, grow business partnerships and expand the online community to win new followers and potential customers.”


By Jonathan Davies, editor, Digital Marketing Magazine

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