Twitter is gaining traction with marketers and that makes perfect sense, considering it’s the fastest growing social platform.
But what doesn’t make sense is this: The marketing that’s happening is primarily unfocused, non-strategic mumbo jumbo. And yes, we’re using the technical term.
The Social Media Benchmarking Report, produced by B2B Marketing in association with Circle Research, “is designed to provide insight on key social media trends and activities in B2B organisations.” And it’s based on an online survey conducted in January 2013, with 234 client-side marketers participating.
Beyond the report, they produced the handy Infographic (below) speaking to the sad state of social media marketing.
Although Twitter scored the highest at the “most popular social media platform,” businesses report a shocking 61% of their marketing efforts are “ad hoc” (read: flying by the seat of their pants and making it whatever mumbo jumbo as it comes to them). That’s wasted resources.
We shared five essential elements of a winning Twitter content strategy – you should read it. It will tell you the “who, what, when, why and how” that successful Twitter marketers consider first.
Because, as noted below, we know you recognize the importance of Twitter marketing – so isn’t it time you started doing it right?
(Image from Shutterstock)