Facebook has emerged as the favourite marketing platform amongst the UK marketers, according to a poll by the Direct Marketing Association (DMA). The DMA’s Inaugural Social Media Scorecard asked 171 social media marketers in the UK to rate the leading social media sites in 3 areas – campaign planning, implementation and post-campaign analysis. Facebook came out winning in all three categories. LinkedIn came second, Twitter was third, and YouTube and Google+ were fourth and fifth respectively.
The poll results came despite a Forrester report claimed that Facebook had failed marketers. Here are some key information revealed by the poll:Facebook is the best choice for campaign planning, whereas in case of targeting individual users, LinkedIn clinches the top-spot with a score of 5.1 out of 10.Twitter and Facebook are excellent for campaign execution, each scoring 4.5 out of 10 while Facebook turns out to be the best platform for customer retention/engagement with a score of 4.7 out of 10.
Lynsey Sweales, a member of the DMA Social Media Council and CEO of SocialB UK, said: “The social media scorecard is crucial for marketers to make an informed decision when choosing social platforms for their campaign. Return on Investment metrics do not give marketers a full picture of the other factors they must take into account.
For now, Facebook is the most marketing friendly platform in terms of functionality and post-campaign analysis but it will be interesting to see how this will change over the next 12 months. Only a handful of the marketers who took part in the survey were using image and video-based platforms such as Pinterest, Instagram, Vimeo and Snapchat, which is why the results aren’t included in the scorecard.”