THE STATE OF
SOCIAL MARKETING
2017 ANNUAL REPORT
THE STATE OF SOCIAL MARKETING2
Social media is still a relatively new marketing channel and continually
evolves, with new networks, updates, and features. These constant
developments challenge us to keep up with trends and use novel
technology to capture the attention of audiences who are drawn to
visually stimulating, thought-provoking, and easily digestible content.
We are excited to share with you the results from our annual State of
Social Marketing Survey, which was expanded this year to include the
global marketing community. Responses were collected from marketers
around the world, including the United States, the United Kingdom,
Australia, Canada, China, Denmark, France, India, Ireland, Italy, Japan,
Malaysia, Mexico, Netherlands, Saudi Arabia, Singapore, South Africa,
Sweden, Turkey, United Arab Emirates, Venezuela, Vietnam, and more.
This year’s report also provides insight from the varying perspectives
of brands and agencies. In-house marketing teams experience unique
challenges and are offered different opportunities from agency professionals
working with numerous clients. We wanted this report to reflect both sides.
Whether brand or agency, social media is a foundational marketing
strategy and—if properly tracked and analyzed—has the ability to impact the buyer’s journey at all
stages in the funnel. However, marketers still find difficulty quantifying the impact of social media and
are unsure of how to distribute resources to generate the most value from their social campaigns.
With currently 2.8 billion social media users globally, expected to rise to almost 3 billion users
by 2020, social media’s infuence has still not reached its peak.
The purpose of this reportis to serve as a resource for marketing professionals that use, or plan to use,
social media in their marketing strategies. Simply Measured shares data from our studies and surveys,
in addition to other sources, to identify how marketers can fully leverage the power of social media.
You’ll learn:
A LETTER FROM THE AUTHORS
Lucy Hitz
Head of Marketing Comm.
Head of Marketing Comm.
Bryan Blackburn
Content Marketing Manager
淘宝店铺
“Vivian研报”
首次收集整理
获取最新报告及后续更新服务请在淘宝搜索店铺“Vivian研报”
或直接用手机淘宝扫描下方二维码
THE STATE OF SOCIAL MARKETING3
TABLE OF CONTENTS
Letter From the Authors2
Table of Contents 3
Executive Summary 5
Key Topics5
Key Findings5
Social Business 6
State of Social Media Organization 7
Social Media’s Potential Impact11
The Challenges Social Marketers Face in 201714
Conversations About Social ROI16
The State of Industry Practices 17
Areas of Focus in 2017 17
Marketers Struggle to Fund Social Analytics Software 19
Paid Social 21
The Rise of Infuencer Marketing25
The State of Social Networks 31
Active Users Across the Globe31
Social Is Ever-Evolving 33
State of Facebook 34
Facebook’s Audience34
Facebook Network Updates35
Facebook Timeline 36
State of Twitter 37
Twitter’s Audience 37
Twitter Network Updates38
Twitter Timeline 39
State of Instagram 40
Instagram’s Audience 40
Instagram Network Updates41
Instagram Timeline 42
THE STATE OF SOCIAL MARKETING4
TABLE OF CONTENTS
State of YouTube 43
YouTube’s Audience 43
YouTube Network Updates 44
YouTube Timeline45
State of Snapchat46
Snapchat’s Audience46
Snapchat Network Updates47
Snapchat Timeline48
State of LinkedIn49
LinkedIn’s Audience49
LinkedIn Network Updates 50
LinkedIn Timeline51
State of Pinterest52
Pinterest’s Audience 52
Pinterest Network Updates 53
Pinterest Timeline54
State of Tumblr55
Tumblr’s Audience 55
Tumblr Network Updates56
Tumblr Timeline57
Conclusion 58
Social Analytics59
Citations60
About Simply Measured61
。。。以上简介无排版格式，详细内容请下载查看