Social media plays a growing role in the majority of major brands’ marketing and communications strategies. That presents a big opportunity for agencies, too, as they help their clients figure out which platforms to invest resources in and why.
A recent survey conducted by media industry technology provider STRATA asked 80 of its agency clients which social networks they’re mostly likely to utilize in their clients’ campaigns. Unsurprisingly Facebook came out on top, but platforms such as Pinterest, Google+, and YouTube gained popularity during the third quarter of the year, according to the results.
Overall, the data suggest agencies are following consumer habits and spreading their efforts across a range of channels as opposed to just focusing on the big two: Facebook and Twitter.
Do these results tally with your experiences? We’d love to hear your thoughts in the comments, or you can email them to me at the address below.
The question posed to agencies was: “Which Social Media are you most likely to use in your clients’ campaigns?” Respondents could choose multiple answers.
|
platform
|
q2 2012 (%) |
Q3 2012 (%)
|
|
|---|---|---|---|
|
87.3
|
82.4
|
||
| YouTube |
36.6
|
41.9
|
|
|
38.0
|
36.5
|
||
| Google+ |
18.3
|
25.7
|
|
|
28.2
|
23
|
||
|
15.5
|
23
|
||
| None |
8.5
|
8.1
|
|
| Foursquare |
7.0
|
4.1
|
|
| Myspace |
1.4
|
1.4
|
|
| Digg |
0.0
|
0.0
|
|
| Other |
1.4
|
1.4
|
|
* Data from STRATA
More in Marketing
Brands are catching World Cup fever even without official sponsorships
Some smaller U.S. startups, like Crumbl Cookies and Olipop, are getting into the spirit of the World Cup with watch parties and soccer-themed products.
‘Storytelling hierarchy is starting to flatten’: Tribeca Enterprise CEO on why brands are making the festival a must-stop
The south of France isn’t the only place in June CMOs flock to for creative currency.
Ad Tech Briefing: The crunch conversations at Cannes Lions now Publicis is buying LiveRamp
Agencies and marketers are rethinking identity infrastructure, and there are a few ways forward.