Welcome to this week’s edition of Saturday Stats, where we give you a just a taste of wisdom from the DMA 2013 Statistical Fact Book 

When it comes to social media marketing, it helps to have a specific objective, or else one could get bogged down without a clear goal (like I do when I find myself still refreshing Facebook twenty minutes after I said I’d do something else).  For this week’s Saturday Stat, marketers were asked about the most important objective or goal that their clients wished to achieve via social media marketing.  Check out the chart to see what showed up:

SSS Sat 8

In 2010, the number-one most important objective was “to increase brand awareness/enhance reputation.)  But now things look a lot different.  Although brand awareness/reputation was still the most important goal for social media marketing in 2012, other objectives sharply rose in significance.

The most significant change is in the objective “to improve customer service/customer satisfaction, which rose from 8 percent in 2010 to 20 percent in 2012—a difference of 150% in two years.  There was also a significant increase in the number of clients reporting “to drive traffic to the web site” as an important objective, from 13% to 20%.

It would seem that fewer companies rely on social media solely to increase brand awareness and reputation, and that a lot more companies are placing a greater focus on using social media to connect with the customers themselves in order to improve customer service and satisfaction.  The trend toward an increasingly even distribution of all these goals could also suggest that many more companies overall, large and small, are using social media, and that these companies’ differing needs mean that they seek to use social media for all sorts of different purposes. 

What is the most important objective for your company or clients in using social media?  Tell us your stories in the comments!

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Our Saturday Stats and Tuesday Teasers come to you each week leading up to our DMA2013 Conference in Chicago. To take a deeper dive into the material covered in the Fact Book, please click here. 


Feel free to share your thoughts, experiences, and perspectives with us in the comments section below!

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