Search and Social Media Survey Results: Are Marketers Practicing what they Preach?

At my last webinar I presented 10 ways to integrate search and social media marketing methods to make each program more powerful. At the end of the event, we surveyed the audience to get their thoughts on which techniques they expect will deliver the best results, and which techniques they are using now. Here are the results.

The top four techniques that marketers felt would deliver the best results are:
• Integrate SEO and social media tracking and measurement – 57%
• Leverage social media sharing on search landing pages – 45%
• Search engine optimize social media content on web site – 43%
• Leverage video on search landing pages – 40%

Clearly, marketers felt that tracking and measurement is the most important. Additionally, marketers felt that social media sharing on landing pages, optimization of social media content on the web site and video on landing pages all promise to deliver strong results.

The top four techniques that markets were already using are:
• Search engine optimize social media content on web site – 45%
• Embed keywords into video posts and other content posts – 40%
• Write keyword filled content for social media sites with links – 33%
• Integrate SEO and social media tracking and measurement – 33%

One interesting observation here is that on average only 27% of marketers are using any of these techniques, clearly leaving marketers with a lot of work to do to integrate social media and search effectively.

So, Are They Practicing What They Preach?

This survey also showed what markets believe vs. what they are actually doing. On the following four items there was a large gap between what marketers felt would deliver great results, and what they were actually doing.
• Leverage video on search landing pages – 26% – Gap
• Integrate SEO and social media tracking and measurement – 24% Gap
• Leverage social media sharing on landing pages – 21% – Gap
• Build links from social media optimized press releases – 19% – Gap

In other words, marketers felt that these things would deliver a strong ROI, but they were not getting them done as effectively as they want to.

I hope this data helps you see where you stand vs. your peers. Please leave me a comment on whether you agree or disagree with these survey results.

David Reske

Leave a Reply

Your email address will not be published. Required fields are marked *