Social Media Marketing - Barriers to Adoption

Jesse Hopps

Friends, Links, Tweets, Lend Me Your Ears!

The past decade brought a significant change in buying behavior; social networks are now used to access & share any information on virtually every organization. In June and August 2010, Aberdeen surveyed more than 450 executives for the 2011 Marketing Executive's Agenda. The responses, received from companies of all sizes and across all industry segments, highlight the crucial factors driving marketing programs: most companies understand the rising use of social media and plan to increase their investments in the medium accordingly. However, most organizations are struggling to develop an adequate business case and strategy to leverage Social Media adequately in the marketing mix. In fact, a majority of organizations do not have executive support to undertake such efforts. This Aberdeen Analyst Insight will review how top performing companies establish a business case for social media, and use the differentiating factors they deploy as a result to improve their marketing effectiveness.

Featured Insight of the Day

Regardless of social media’s ability to readily engage customers and prospects, organizations still face clear challenges with their social media initiatives. The ability to quantify benefits of social media for establishing a business case is a key challenge cited by almost half of all respondents. Limited or no visibility on the benefits or results of social media investments also has a negative impact on obtaining executive support for these initiatives. With lack of budget being one of the top pressures marketers cite within recent research, the ability to produce a strong business case to gain executive management support is crucial to implement these efforts (See Figure 2 Below).

How Demand Metric Can Help

If you are in the process of putting together a Social Media Marketing Business Case, check out the following templates:

Social Media Business Case Template

Social Media Channel Prioritization Tool

Social Media Channel Map

Social Media Metrics Dashboard

Social Media Usage Survey

Next Steps?

If you are currently a member of Demand Metric and would like to learn more about how you can read the rest of this Analyst Insight and get access to over 6500 additional reports in the Aberdeen Research Vault, click here.

To learn more about the Aberdeen Research Vault, click here.

To learn more about Demand Metric, click here.

To purchase and/or read the rest of this report, click the image below:

Enhanced by Zemanta
Get FREE Marketing tools, templates, how-to guides and webinars with our FREE membership.