The results of a recent online survey administered by Lopez Research in conjunction with the Software Industry Association (SIIA), and administered to 100 marketing executives resulted in 90% of those marketing executives incorporating social media into their marketing mix. Of the 90%, three-quarters of those marketing executives believe social media marketing activities have a positive impact on their organization. 

In the face of these results, there is large gap in attitudes toward social media marketing and the amount of time that is necessary to focus on social media responsibilities. More than half (54.5% to be exact) of marketing executives said their marketing team spends less than 10 hours per week on social media marketing activities. Furthermore, 35% of those executives revealed their marketing team dedicates between 1 – 5 hours per week on social media marketing efforts. 

After reviewing the survey results, SIIA concludes that social media is clearly a widely used marketing tool; however, marketers may not be dedicating the necessary time and resources needed to get the results they desire. Although social media is still relatively new to the marketing mix, marketers can use social media as an efective method of gathering leads and growing the business.  Social media is clearly a valuable marketing function and will require continued effort and increased investment to build brands, gain leads, and improve customer communication and support.  

In order to keep up with the “big guys,” many small businesses dive headfirst into the world of social media marketing without a life jacket (floaties would work too!). Small businesses make the mistake of undertaking a multitude of social networks at one time. With patience, small businesses should focus their time and efforts on one or two social media websites. Small businesses can better engage with their customers on a smaller amount of social networking websites with meaningful and relevant content, contests, games, pictures, videos, online surveys or online polls.  

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Source: SIIA Survey: Marketing Executives Believe Social Media is an Effective Tool; Not Yet Investing Significant Resources