Investing The Time

Yet another study on marketers‘ use of social media came out last week and I saw something in it I wanted to share. It’s encouraging in some ways that marketers seem to recognize that social media isn’t something that just their kids are using and that it has value as a channel. However one point made by the study shows that while the spirit may be willing, the actual flesh thrown against the social media effort is still pretty weak.  Let’s get your take.

Here are some of the key findings:

  • 90% of marketers indicate that social media is important for their business.
  • One third of all social media marketers want to know how to monitor and measure the return on investment (ROI) of social media and integrate their social media activities.
  • 58% of marketers are using social media for 6 hours or more each week, and more than a third invest 11 or more hours weekly.

All good except for one other thing in the study:

There’s a direct relationship between how long marketers have been using social media and their weekly time commitment. For people just beginning with social media, 59% spend 1 to 5 hours per week. However, for those who have been doing this for a few months or longer, most spend 6 hours or more per week on social media activities.

A significant 47% of marketers who have more than 3 years experience spend at least 16 hours per week focused on social media activities.

Anyone who does social media well devotes significant and dedicated resources to it.  1 to 5 hours per week aren’t nearly enough to make a serious effort and it’s pretty apparent from the data that as companies become more involved they begin realizing that fact and spending more time on it.  I wonder if the folks who question the ROI of this new medium are also the ones who make a half-hearted, superficial effort and then wonder why it’s not accomplishing much?

It’s nice when research actually proves that what you’re saying is right – not that we let the facts get in the way of opinion around here!

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